• Loading stock data...
Monday, August 18, 2025
Stephen A. Smith vs Clay Travis at Tuned In on September 16 in NYC. Don’t miss it. Buy tickets now!
exclusive
Retail

Deion Sanders Hiring Causes Huge Spike in Colorado Merch Sales

  • Sales of officially licensed Colorado products are up 700% year-over-year.
  • Shedeur Sanders will have the opportunity to participate in CU’s NIL jersey program.
Colorado head coach Deion Sanders attends Buffaloes mens basketball game
Ron Chenoy-USA TODAY Sports

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 Sanders smiles during press conference announcing his appointment as Colorado head coach

Why Deion Sanders Could Generate ‘Hundreds of Millions’ for Colorado

New coach Deion Sanders could be a rain-maker for Colorado.
December 7, 2022

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.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Feb 9, 2025; New Orleans, LA, USA; Philadelphia Eagles quarterback Jalen Hurts (1) against the Kansas City Chiefs during Super Bowl LIX at Ceasars Superdome.
exclusive

Kalshi Adds Touchdown Props, Over/Unders Amid Legal Uncertainty

The company is not cowed by its legal challenges.
Oklahoma's John Mateer warms up during football practice for the University of Oklahoma Sooners in Norman, Okla., Wednesday, Aug., 6, 2025.

Cybersecurity Experts Warn Athletes Against Public Venmo Accounts

Venmo “can expose patterns of spending, locations, and relationships.”
Middle Tennessee wide receiver Cam'ron Lacy (86) catches a pass and carries the ball during the season final home football game against New Mexico State on Saturday, Nov. 23, 2024.

How Middle Tennessee State Added $668,000 to Its NIL Budget

The Blue Raiders are creating a new blueprint for cutting costs.

Featured Today

Sep 8, 2024; East Rutherford, New Jersey, USA; New York Giants running back Eric Gray (20) returns a kickoff against the Minnesota Vikings during the first half at MetLife Stadium.

‘Fauxbacks’ Throw Back to a Retro Uniform That Never Existed

Many throwback jerseys are brand-new designs or “Franken-Unis.”
August 17, 2025

‘Labubu Gang’: The Creepy-Cute Dolls Sweeping Pro Sports

The creepy-cute doll is the hottest collectible—and fashion statement.
Bridgewater American 12U Little League player Micah Poulter holds a District 7 pin during a send-off rally to the New England regional tournament in Bristol, Connecticut, from Legion Field on Friday, August 2, 2024.
August 14, 2025

Inside the Little League World Series Pin Trade

The rare little collectibles fuel a frenzy in Williamsport each summer.
Schultz of Israel-Premier Tech
August 12, 2025

Rice Krispies Treats Are Upending the Billion-Dollar Athlete-Fuel Wars

The world’s most elite athletes are eating like first graders.

‘We Have Pricing Power’: On Smashes Earnings Expectations

U.S. tariffs haven’t cooled demand for On’s high-priced sneakers and apparel.
Happy Gilmore 2 hockey stick putter
July 21, 2025

Callaway’s $500 ‘Happy Gilmore’ Putter Booming on Resale Market

Callaway released a limited-edition Odyssey-branded hockey stick putter.
Limited Hype
July 27, 2025

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.
Sponsored

‘Run With the Competition’: Ultra Trail Runner Lotti Brinks Is Back With..

Ultrarunner Lotti Brinks is ready to make her first Courmayeur-Champex-Chamonix podium in her HOKA Mafate 5s.
A Lululemon store at Freehold Raceway Mall in Freehold Township, New Jersey on Nov. 30, 2023
July 2, 2025

Sportswear Stocks Rise as Trump Touts Vietnam Trade Deal

Tariffs on Vietnam imports will be 20%, down from a prior threat of 46%.
From vintage to unique collaborations, various Nike and Jordan shoes are displayed on a wall at Saved Soles inside West Ridge Mall.
June 26, 2025

Nike Stumbles Less Than Expected, Giving Wall Street Hope

The sports apparel and footwear giant beats Wall Street expectations.
Jun 20, 2024; Eugene, OR, USA; Detailed view of Nike Alphafly 3 racing flat at the Nike by Eugene store.
June 25, 2025

Investors Hunt for Signs Nike Has Regained Its Footing

Nike’s fundamentals are “still challenged.”
Jun 15, 2025; Oakmont, Pennsylvania, USA; JJ Spaun putts on the 18th green to win during the final round of the U.S. Open golf tournament.
June 16, 2025

‘Pandemonium’: Putter Maker Sees Sales Surge After JJ Spaun’s U.S. Open Win

The company behind Spaun’s putter is already in talks with his people.