Monday December 4, 2023

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
Copy Link
Link Copied
Link Copied

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.

Copy Link
Link Copied
Link Copied

What to Read

After Unbeaten FSU’s Snub, Financial and Legal Fallout

FSU, ACC to take sizable revenue hit despite Seminoles' undefeated season.
Shaquille O'Neal

A.I. Shaq? Authentic Files Trademarks Hinting at Virtual Shaquille O’Neal

Shaquille O’Neal and licensing group claim “ASK SHAQ” and “SHAQ A.I.”
The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
podcast thumbnail mobile
Front Office Sports Today

CFP Selection Turns Heads with Controversial Selection


Featured Today

The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference's future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin's interaction with the player behind lawsuit.
LSU Lady Tigers head coach Kim Mulkey reacts against the Iowa Hawkeyes during the NCAA Womens Basketball Final Four National Championship at American Airlines Center.
November 6, 2023

Who Is The Highest-Paid Women’s College Basketball Coach?

LSU rewarded Kim Mulkey after winning a national title after her second year leading the program.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Multiple - USA Careers
Live Nation
Multiple - USA Careers
Saco Bay PT
Multiple - USA Careers

Sports Apparel Giants Looking For Holiday Season Turnaround

Once-surging category enters the critical selling period mired in a slump.
November 20, 2023

Messi Set To Challenge For Another Off-Pitch Record

Messi's World Cup jerseys are headed for auction.
November 21, 2023

Upbeat Dick’s Earnings Counter Slowdown In Sports Apparel Market

Surprise earnings beat contrasts from other recent results in the category.

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
October 12, 2023

Liverpool Facing Further Stadium Delays Amid Shifting Financial Future

Liverpool is expanding its stadium capacity to 61,000.
People take pictures on their phones of the New York Stock Exchange decorated with On branding.
October 6, 2023

Roger Federer-Backed On Outlines Ambitious Growth Plans

The Swiss company plans to double sales to $3.85 billion by 2026.
Los Angeles Angels designated hitter Shohei Ohtani hits against the Tampa Bay Rays during the sixth inning at Angel Stadium.
September 29, 2023

Shohei Ohtani Tops MLB Jersey Sales List For First Time

He's the first Japanese player to headline the list in MLB history.
Inter Miami forward Lionel Messi following the victory against Los Angeles FC at BMO Stadium.
September 29, 2023

Lionel Messi’s Inter Miami Jersey Headlines 2023 MLS Sales

Messi had MLS’ top-selling jersey in his first season.