Deion Sanders Driving Colorado Merch Sales, Out-Of-State Applications

The Coach Prime Effect continues to provide a financial windfall for the University of Colorado.

In Deion Sanders’ first season as Colorado’s head football coach, merchandise sales on the school’s online team store increased 1,220% in September 2023 versus September 2022, the university confirmed to Front Office Sports. Year-to-date (January through September), sales are up 51%.

Additionally, out-of-state applications to the school are up 40%, according to Colorado chancellor Philip DiStefano, who calls Sanders’ presence in Boulder “transformational,” per TIME.

TIME also reports that Sanders and his personal team are working on a half-hour comedy about his career with Kevin Hart’s media company.

“People are drawn to hope,” Sanders said. “We’re pulling people in, man, that just want a chance to be seen, to be heard, to be noticed, to be recognized.”

Sanders’ impact on Colorado’s largest university has been immense.

The substantial viewership numbers for the Buffaloes’ games have led to over $45 million in earned media for CU, per Apex Marketing Group. The school has cashed into a 42% year-over-year increase in sponsorship revenue.

Additionally, the high-profile nature of Colorado’s games drove a $14 million increase in ticket revenue over 2022. Celebrities — from Lil Wayne and LeBron James to Matthew McConaughey and Jay-Z — have popped up at Folsom Field.

FOS newsletter co-author David Rumsey contributed reporting for this story.