• Loading stock data...
Monday, September 15, 2025
Tuned In is Almost Sold Out! Limited Tickets Remain!

Colorado’s Early Success Under Deion Sanders Still Brings Challenges

  • Colorado has seen unprecedented success off the field under Coach Prime.
  • But challenges remain to capitalize on the hype this season and beyond.
John Leyba-USA TODAY Sports
Exclusive

Field of 68’s Jeff Goodman, Rob Dauster to Lead On3’s College Hoops Writing

Goodman previously worked for ESPN, CBS Sports, and Stadium.
Read Now
September 13, 2025 |

Reality has sunk in for the University of Colorado football team.

After a surprising 3-0 start that saw the Buffaloes ranked as high as No. 18 in the country, Deion Sanders’ squad has suffered two straight losses to Pac-12 teams ranked in the top 10. 

Thus far, the team’s five games have aired on Fox, ABC, or ESPN, and those high-profile broadcasting spots have earned record viewership numbers for each of those networks — and even the Pac-12 conference as a whole. But now, unranked, the Prime Effect was put to the test with its next battle on Saturday night. The Buffaloes (4-2) rallied to defeat at Arizona State, 27-24 on the often hard-to-find Pac-12 Network.

In Boulder, the Buffaloes have seen a $14 million boost in ticket sales compared to last season and a 42% increase in sponsorship revenue. Sanders himself claimed that Colorado’s home opener against Nebraska generated $18 million in revenue for the city. The Boulder Chamber of Commerce and Visit Boulder, the Convention and Visitors Bureau didn’t respond to inquiries from Front Office Sports to provide further details about Sanders’ economic impact.

But with the hype now somewhat contained as fans and media have realized what many had predicted all along — that this Colorado team won’t be competing for a spot in the College Football Playoff this year — there’s still plenty on the line for the remainder of the season.

Colorado is favored against ASU on Saturday, and current projections from college bowl game expert Brett McMurphy have the Buffaloes playing in the Independence Bowl, where they would also be slight favorites against Oklahoma State. That would mark their first bowl game appearance since 2020 and just their fourth since 2007. The last Colorado bowl victory came in 2004.

Most sportsbooks had Colorado’s 2023 win total set at over/under 3.5, so this season has already been a success on the field. And amid the media circus and the fall back down to earth, the university is doing its best to capitalize on the moment.

Growing Pains

Colorado’s 48-41 loss to USC last Saturday saw the athletic department issue a record 892 media credentials, a school official told Front Office Sports. That broke the previous record of 848 set three games prior, when heated rival Nebraska visited Folsom Field. 

Amid the demand, Colorado’s media parking lot is full, so a shuttle service has been deployed for some reporters. 

With long and often chaotic lines to enter Folsom Field and buy food and drink, team concessionaire Levy has seen record sales figures this season, FOS has learned. 

The same is true for merchandise partner Fanatics. Colorado’s online team store saw a 1,220% increase in sales during September compared to the same month last year. While the school often hasn’t had enough merchandise inventory to meet the demand, total revenue is pacing 51% ahead of last year.

The Buffaloes had never sold out of season tickets before this year — much less their entire inventory of tickets. During Colorado’s Week 1 matchup at TCU, fans began calling the ticket office before the Buffaloes completed the 45-42 upset win in Fort Worth, Texas, according to Alexis Williams, Colorado’s senior associate athletic director for external operations.

Media Frenzy

Colorado told FOS that its media monitoring service has recorded over 35,000 mentions from online news, TV, and blogs since the season began. Comparatively, its total number of mentions last year at this time was around 5,000.

Social media accounts for Colorado football have surged exponentially since Sanders’ arrival. The Colorado football Instagram, which had under 100,000 followers last December, is now approaching 1 million.

The added attention has brought an influx of mainstream interest, Colorado digital content manager Portia Pettis told FOS — like the Baltimore Ravens “cold calling” Colorado via Instagram DMs, which led to this collaboration post of Odell Beckham Jr. wearing a shirt supporting Colorado star Travis Hunter.

Daily follower growth is around 5,000 on Instagram, and spikes have been as large as 100,000 (after the TCU game). Even after the loss at Oregon, the account saw 25,000 new followers. Colorado’s marketing team helps generate revenue from social content via paid ads.

Building For the Future

While some speculation is beginning to surface as to how long Sanders will coach at Colorado, the school is optimistic for 2024 and beyond.

Williams told FOS that Colorado will increase the number of season tickets from the nearly 20,000 it offered this year. The plan is to put next season’s packages on sale before the 2023 season ends. No major facility projects are planned right now to expand Folsom Field beyond its capacity of 53,000.

The athletic department is considering adding staff members as demand grows, as is its sponsorship sales team from Learfield, Buffalo Sports Properties. Academically, Colorado chancellor Philip DiStefano recently said out-of-state applications to the school are up 40%.

Next year’s move to the Big 12 may create some increased interest among fans as Colorado gets some new opponents — not only in football but also basketball, as the new 16-team conference will have a strong hoops presence. But overall, Colorado stakeholders are relatively even-keeled about the move’s financial impact beyond the obvious additional media rights revenue.

But this fall, the pressure remains on the Buffaloes to finish the season strong on the field and lay the foundation for an even stronger Prime impact next year.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

Field of 68’s Jeff Goodman, Rob Dauster to Lead On3’s College Hoops..

Goodman previously worked for ESPN, CBS Sports, and Stadium.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.

FanDuel, Jaguars Reach $5M Deal Over Employee Theft

A Jaguars employee stole $20 million and gambled much of it with FanDuel.

Featured Today

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.
September 9, 2025

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
opinion
September 9, 2025

The Good, The Bad, and The Ugly from NFL’s Week 1 Broadcasts

Many viewers decried the addition of ads to “NFL RedZone.”

College Football’s Costly Start for Virginia Tech, UCLA: Coaches Out

UCLA and Virginia Tech fire their coaches while Notre Dame slumps badly.
Jan 25, 2023; Langley, British Columbia, CAN; Highlights from the CHL Kubota Top Prospects game at the Langley Events Centre
September 10, 2025

NCAA Hockey Scouts Denied Passes for Crucial Recruiting League

The CHL won’t welcome scouts on passes: “It comes across as petty.”
Mar 4, 2025; Washington, DC, USA; House Majority Leader Steve Scalise, R-La., speaks with Rep. Marjorie Taylor-Greene, R-Ga., ahead of President Trump’s address to a joint session of Congress at the U.S. Capitol in Washington, D.C., on March 4, 2025.
September 11, 2025

House Republicans Delay SCORE Act Vote Tentatively Planned for Next Week

They didn’t believe they had enough votes to pass the bill.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Feb 17, 2024; Boise, Idaho, USA; Fresno State Bulldogs guard Jalen Weaver (5) during the first half against the Boise State Broncos at ExtraMile Arena.
September 10, 2025

NCAA Bans 3 Basketball Players for Violating Betting Rules Last Season

The former San Jose State and Fresno State players have lost eligibility.
NFL Congress
exclusive
September 10, 2025

College Sports ‘House of Cards’: Republicans, Lobbyists Work to Secure Votes to..

Several House Republicans criticized the SCORE Act on social media.
The cover of the College Football 25 video game.
exclusive
September 9, 2025

Group That Facilitated NIL Deal for Football Video Game Now Says It’s..

EA offered $1,500 and no royalties; it also deleted an opt-out clause.
Sep 6, 2025; Gainesville, Florida, USA; South Florida Bulls place kicker Nico Gramatica (7), South Florida Bulls long snapper Turner McLaughlin (48) and teammates celebrate after a game against the Florida Gators at Ben Hill Griffin Stadium.
September 8, 2025

USF Is the Newest Financial Underdog in the AP Top 25

USF’s athletic department brings in half the amount Florida does.