• Loading stock data...
Friday, March 28, 2025
Nominations Are Open for Front Office Sports Honors! Submit Now

Deion Sanders Generated $45M In Earned Media For Colorado

  • From Sept. 1-22, Coach Prime generated $45.7 million in earned media for the public university.
  • But the Buffs now face No. 10 Oregon: “If Colorado loses, do we start to see a wane? We’ll be testing that.”
Deion Sanders with The Rock on ESPN's "College GameDay."
Credit: Andrew Wevers-USA TODAY Sports

One blowout loss could puncture Deion Sanders and the University of Colorado’s media balloon. But so far, Coach Prime’s five-year, $29.5 million contract looks like the best investment the school has ever made.

Over a three-week period from Sep. 1-22, Sanders generated $45,712,458 in earned media for the public university, according to Apex Marketing Group.

That’s the estimated value of all the TV, radio, print/digital, and social media coverage around the program as the Buffs raced out to a 3-0 start — and Sanders became the talk of the sports world.

The media drumbeat reached a crescendo last Saturday as both ESPN’s “College GameDay” and Fox Sports’ “Big Noon Kickoff” descended on the school’s Boulder campus, along with A-List guests like The Rock.

Ditto for ESPN’s “First Take” and “The Pat McAfee Show,” which broadcast live on location from campus the previous day. Not to mention visits by CBS News’ “60 Minutes” and Bleacher Report’s Taylor Rooks.

But 19th-ranked Colorado faces its toughest test so far with 10th-ranked Oregon. The media likes winners — and doesn’t have as much time for losers.

“As he wins, it grows. It seems like every game, it gets bigger and bigger for him and for Colorado,” Apex president Eric Smallwood told Front Office Sports. “But this is a huge test this week. If Colorado loses, do we start to see a wane? We’ll be testing that.”

Officials from the University of Colorado Boulder told the Daily Camera their own research indicated Sanders had generated earned media with an equivalent ad value of $90.55 million.

“CU Boulder has been the epicenter of the national sports world, which has provided unprecedented exposure for our university across the country,” said Chancellor Phil DiStefano in a statement. “I am impressed by the excitement that has permeated campus, which is less quantifiable but certainly as important as record-setting merchandise and ticket sales.”

ESPN’s sister Disney network ABC should draw massive TV numbers for its telecast of the Buffs vs. Ducks this Saturday afternoon.

Meanwhile, FS1’s “Undisputed Live” with Skip Bayless, Michael Irvin, and Keyshawn Johnson will travel to Boulder for a live show next Friday.  

FOS Staff Writer David Rumsey contributed to this report.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NCAA Denies Colorado-Syracuse Spring Football Game

The schools hoped for permission to organize a formal scrimmage.
Matt Weiss

Everything You Need to Know About the Michigan Hacking Scandal

Matt Weiss is accused of hacking athletes’ accounts to access intimate photos.

UFL Kicking Off 2025 Season With Labor Fight Still Simmering

The league’s first game is still on, even without a labor deal in place.

Prime Pay: Colorado Gives Deion Sanders $54 Million Extension

Coach Prime has signed a contract extension through 2029.

Featured Today

Kendall Coyne Schofield

Kendall Coyne Schofield Wants More for the Next Wave of Mom-Athletes

The Walter Cup–winning Frost captain says small changes mean “everything.”
Dec 21, 2024; Hartford, Connecticut, USA; UConn Huskies guard Paige Bueckers (5) looks to pass the ball against USC Trojans guard JuJu Watkins (12) in the first half at XL Center.
March 23, 2025

‘More Value to Be Had’: Were Women’s March Madness Media Rights Undersold?

Could the NCAA have gotten millions more in its latest TV deal?
Mar 20, 2025; Lexington, KY, USA; Creighton Bluejays forward Jasen Green (0) dunks the ball during the second half against the Louisville Cardinals in the first round of the NCAA Tournament at Rupp Arena
March 22, 2025

Basketball-Only Schools Could See Power Surge After House Settlement Approval 

Football teams might monopolize the revenue-sharing dollars at power conference schools.
Mar 15, 2025; New York, NY, USA; St. John's Red Storm guard RJ Luis Jr. (12) after hitting a three-point basket against the Creighton Bluejays in the second half at Madison Square Garden.
March 20, 2025

Perfect Storm: St. John’s Biggest Fans Can’t Bet on the School

In the No. 1 sports betting market, the Red Storm are off-limits.
exclusive

ESPN Making Erin Dolan In-Game Betting Analyst for UFL Games

Erin Dolan will provide betting news and notes during game broadcasts.
March 26, 2025

Yankees RSN Faces Comcast Blackout Threat Ahead of Opening Day

The Yankees-led RSN and the No. 2 U.S. cable carrier clash again.
Both teams line the field during the singing of the national anthem prior to the start of the opening day game between the NY Yankees and Milwaukee Brewers at Yankee Stadium on Thursday, March 27, 2025.
March 27, 2025

Yankees RSN, Comcast Reach Last-Minute Extension in Ongoing Dispute

The two sides will keep negotiating as large-scale issues remain unresolved.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Jan 13, 2025; Glendale, AZ, USA; Minnesota Vikings quarterback Sam Darnold (14) is pursued by Los Angeles Rams linebacker Jared Verse (8) during an NFC wild card game at State Farm Stadium.
March 26, 2025

RFK-Threatened Pharma Ad Ban Wouldn’t Hurt NFL Broadcasters

It wouldn’t be the first effort to restrict drug ads.
Apr 5, 2024; Bronx, New York, USA; General view of Yankee Stadium before an opening day game between the New York Yankees and the Toronto Blue Jays.
March 25, 2025

Could ESPN Have a Future With MLB? Network Hints at Renegotiation

The Disney-owned network signals a willingness to renegotiate.
March 25, 2025

March Madness TV Ratings Surge to 32-Year High Despite No Cinderellas

Games so far have averaged 9.4 million viewers.
March 24, 2025

No Cinderella, No Problem: Why Sweet 16 Could Draw Huge Ratings

There are only four conferences represented in the men’s Sweet 16.