• Loading stock data...
Sunday, July 6, 2025
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

Bill Ackman
exclusive

Billionaire Bill Ackman Prepares for ‘Once in a Lifetime’ Tennis Match in..

Ackman says he’s “peaking next week” at the Hall of Fame Open.
Crest Surf Clubs
exclusive

New York Private Surf Club Wants to Raise $45M, Charge $100K

The average membership fee for Crest is $20,000 a year.
exclusive

ESPN’s Jeremy Schaap Strives to Discover Joey Chestnut’s Secret

Schaap calls his second Hot Dog Eating Contest July 4.
exclusive

WNBA Players Reject League’s First CBA Offer

Players felt the initial proposal wasn’t “entirely responsive” to their request.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
A Lululemon store at Freehold Raceway Mall in Freehold Township, New Jersey on Nov. 30, 2023

Sportswear Stocks Rise as Trump Touts Vietnam Trade Deal

Tariffs on Vietnam imports will be 20%, down from a prior threat of 46%.
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.”
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.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
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.
June 13, 2025

U.S. Open Merch Pops Thanks to Oakmont’s Squirrel, Viral TikToks

There are more than 400,000 pieces of merchandise available at Oakmont.
Tom's Watch Bar
June 12, 2025

How the Pacers and Caitlin Clark Boosted One Bar’s Bottom Line

Tom’s Watch Bar hosted John Haliburton for at least five games.
June 12, 2025

U.S. Open Cashing In on Signature Cocktail Trend With Lemon Wedge

Last year, the whiskey cocktail was served more than 50,000 times.