Deion “Coach Prime” Sanders’ arrival in Boulder has sparked a merchandise sales frenzy for University of Colorado fans — and it could continue as more merch becomes available.
Sales of officially licensed Colorado products are up 700% year-over-year since Sanders was first hired on Dec. 3, a Fanatics spokesperson told Front Office Sports.
As CU’s official omnichannel retail partner, Fanatics runs the school’s ecommerce and in-venue business.
One of the most notable collections listed on Colorado’s official online store is T-shirts and sweatshirts with the phrase “Coach Prime” on the front and Sanders’ signature on the back. The products were made available shortly after Sanders’ hiring.
The Fanatics spokesperson would not comment on the cut Sanders received from sales of that apparel.
Deion likely won’t be the only Sanders to cash in on the move to the Pac-12.
His son Shedeur — the former starting quarterback at Jackson State and the new presumed starter for the Buffaloes — will have the opportunity to participate in Fanatics’ NIL jersey program in early 2023 when the transfer portal closes and his transfer to CU is made official.
The program — which Fanatics launched with OneTeam Partners in early September — will allow more than 4,300 players at 40-plus schools to make money from their jersey sales. Colorado is one of the participating schools.
However, FOS reported just after the launch of the program that participating athletes’ cut of jersey sales were below market value.
![[Subscription Customers Only] Jul 13, 2025; East Rutherford, New Jersey, USA; Chelsea FC midfielder Cole Palmer (10) celebrates winning the final of the 2025 FIFA Club World Cup at MetLife Stadium](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26636703-scaled-e1770932227605.jpg?quality=100&w=1024)
