Wednesday December 6, 2023

Prime Effect: Colorado Athletics Sponsorship Revenue Up 42%

  • Colorado has seen a major increase in athletics sponsorships this season.
  • Collaborations with head football coach Deion Sanders have helped boost revenue.
Soobum Im-USA TODAY Sports
Copy Link
Link Copied
Link Copied

BOULDER, Colorado — Heading into the second month of the college football season, the Coach Prime effect is having a huge impact on a crucial part of University of Colorado sports.

Deion Sanders became head coach of the football team last December, and Colorado Athletics has seen a major increase in sponsorship revenue this season — which could keep growing as the 3-1 Buffaloes’ schedule continues.

“We’re not done, but as it stands right now, we’re looking at upwards of 42% growth year-over-year for sponsorships,” Andrew Popchock, general manager of Buffalo Sports Properties, told Front Office Sports.

The school is capitalizing on the excitement around Sanders via an influx of new sponsors and retaining and expanding existing relationships. And for anyone getting involved with Colorado now, it certainly isn’t cheap.

“Prices always go up,” said Andrew Wheeler, executive vice president of Learfield, the college-focused company that holds Colorado’s multimedia rights.

Colorado is flexible when it comes to accommodating sponsor interest — custom football-specific and even single-game sponsorships are available — but the goal is to convert as many partners as possible into long-term relationships for the entire athletic department, according to Popchock.

Colorado Collaborations

The marketing savvy of Sanders has no doubt been a big factor in the sponsorship growth.

Amid the explosion of interest in Blenders Eyewear and its “Coach Prime” line of sunglasses, Colorado was able to add the company as a university athletics sponsor.

“We actually have a really good working relationship with Coach Prime’s team when opportunities come from his side, or opportunities come from the Learfield side,” Popchock explained.

This weekend, the focus is making the most of Colorado hosting No. 8 USC — which has the potential to be the biggest broadcast audience in Pac-12 history — and the increased interest from corporate partners around the Hollywood-adjacent matchup.

Copy Link
Link Copied
Link Copied

What to Read

London Calling: Another Premier League Club Weighs a Stake Sale

Brentford FC is reportedly considering a stake sale.
Oakland Athletics center fielder Esteury Ruiz (1) tosses the ball to left fielder Brett Rooker (25) after making an out against the Atlanta Braves during the ninth inning at Oakland-Alameda County Coliseum.

Where Will the A’s Play After Next Year? It’s Getting Complicated

Roster development, RSN money further cloud an already-complex decision.

NHL's Projected Record Salary Cap Reflects Revenue Surge (and Resilience)

Increased media revenue, rising attendance fuel post-pandemic recovery.
English Premier League teams Leeds United and Brighton Hove & Albion in action during a match.

Premier League Reasserts Dominance With $8.5B Domestic Rights Deals

Deals achieve small rights fee increase for top European league.
podcast thumbnail mobile
Front Office Sports Today

NCAA Opens Door to Athlete Compensation


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.


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
JMU football has been spending like a Group of 5 team for years. Now it will play its first bowl game.
December 4, 2023

James Madison, the FCS Team That Spent Like an FBS Team To Become One

The Dukes have been spending like a Sun Belt program for years.
NCAA President Charlie Baker has proposed new rules that would allow athletes to receive more compensation.
December 5, 2023

New NCAA Proposal Takes Step Toward Compensating Athletes

It does not allow athletes to become employees, however.

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
December 3, 2023

After Unbeaten FSU’s Snub, Financial and Legal Fallout

FSU, ACC to take sizable revenue hit despite Seminoles' undefeated season.
Florida lawmakers already have an appetite to propose state legislation to protest Florida State not making the College Football Playoff.
December 3, 2023

Florida Lawmakers Consider Protesting Florida State CFP Omission

It's unclear what form a bill would take.
December 1, 2023

TV Networks Are Programming College Football’s Future: What’s Next

Conference championship weekends will have a different feel in the future.
A lawsuit against the university of Oregon could dictate the future of Title IX and NIL.
December 1, 2023

New Lawsuit Could Decide Whether NIL Is Subject To Title IX

It's one of the biggest unanswered questions of the NIL era.