Thursday December 7, 2023
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
Linkedin
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.

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Sports Illustrated
exclusive

‘The Amount of Useless Stuff You Guys Do Is Staggering.’ Inside a Shakeup at Sports Illustrated

The new owner of SI’s parent company made a jarring first impression Wednesday, warning his employees: `No one is important.’
NCAA President Charlie Baker has proposed new rules that would allow athletes to receive more compensation.

New NCAA Proposal Takes Step Toward Compensating Athletes

It does not allow athletes to become employees, however.

Seminoles’ CFP Snub Opens New Front in Disney vs. Florida War

Florida lawmakers are already considering legislation to protest the College Football Playoff's exclusion of Florida State.
podcast thumbnail mobile
Front Office Sports Today

Why the NBA May Have Made Billions With Midseason Tournament

0:00
0:00

Featured Today

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.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? "AG’s Office Has Not Expressed Interest In Pursuing"

The DOJ interviewed Brett Favre in early 2020.
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.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
FanDuel
Multiple Locations
Adidas
Multiple Locations
Creative Artists Agency
Multiple Locations

How the $1B Golf Ball Industry Might Add a Few Strokes To Your Game

A distance roll back is set to be coming to golf balls.
November 21, 2023

Upbeat Dick’s Earnings Counter Slowdown In Sports Apparel Market

Surprise earnings beat contrasts from other recent results in the category.
November 25, 2023

Sports Apparel Giants Looking For Holiday Season Turnaround

Once-surging category enters the critical selling period mired in a slump.
Sponsored

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
November 20, 2023

Messi Set To Challenge For Another Off-Pitch Record

Messi's World Cup jerseys are headed for auction.
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.