Deion Sanders signs lucrative contract extension, solidifying Colorado’s football resurgence
Pranjal Chandra | Mar 29, 2025, 23:33 IST
Deion Sanders has signed a contract extension with the University of Colorado, ensuring his role as head coach until 2029. Under his leadership, the program has seen significant improvements, including increased attendance, financial gains, and academic achievements, solidifying the Buffaloes' status as a national powerhouse.
In a move that cements his role as one of the most transformative figures in college football, Deion Sanders has signed a lucrative contract extension with the University of Colorado, ensuring his presence in Boulder through the 2029 season. The deal, which raises his annual salary to $10 million, makes him the highest-paid football coach in the Big 12 and reflects the sweeping impact he has had on the program.
The extension comes as Sanders, widely known as “Coach Prime,” has revitalized a struggling Colorado Buffaloes program, turning it into a national powerhouse in just two seasons. With three years still remaining on his initial five-year, $29.5 million contract, the university moved swiftly to secure his leadership for the long term.
“Coach Prime has revolutionized college football and, in doing so, has restored CU football to our rightful place as a national power,” said athletic director Rick George in a statement. “This extension not only recognizes his incredible accomplishments on and off the field, but it also ensures that he stays in Boulder to compete for conference and national championships in the years to come.”
Under Sanders, the Buffaloes have made impressive strides, finishing the 2024 season with a 9-4 record and earning a spot in the prestigious Alamo Bowl. However, the impact of his tenure extends beyond wins and losses—his presence has reinvigorated fan engagement, boosted the university’s national profile, and significantly increased revenue.
Since his arrival, Sanders has dramatically increased attendance at Colorado football games. The program’s 2023 season set a record with an average home attendance of 53,180 fans per game, followed closely by 52,514 in 2024. Additionally, the Buffaloes ranked sixth in television viewership for the 2024 regular season, trailing only perennial powerhouses Georgia, Ohio State, Alabama, Texas, and Michigan.
The team’s financial success has been staggering. Ticket sales soared from $13 million before Sanders’ arrival to $31.2 million in his first season alone. Meanwhile, the economic impact of home games on the Boulder region has reached nearly $94 million, with a broader regional economic impact estimated at $146.5 million.
Despite the departure of key players—including Heisman Trophy winner Travis Hunter and Sanders’ sons, Shedeur and Shilo—Colorado remains poised for continued success. Sanders and his staff have assembled another elite recruiting class, bolstered by high-profile transfers and top high school prospects. Among them are Liberty transfer quarterback Kaidon Salter, Alabama defensive lineman Jaheim Oatis, and five-star quarterback Julian “JuJu” Lewis, who enrolled early to get a head start.
The extension helps ensure that Sanders’ presence continues to attract top-tier talent to Boulder. His ability to lure high-caliber recruits and transfers has set Colorado apart as a destination for elite athletes, and with his long-term commitment secured, the program is well-positioned for sustained success.
Sanders’ influence extends beyond the field. Under his leadership, the team’s academic performance has also improved, with the football program achieving a record 3.011 GPA for the fall semester—marking the first time in history that Colorado football players have collectively exceeded a 3.0 GPA.
Beyond academics, Sanders’ celebrity presence has brought widespread national attention to the university. His coaching tenure has not only led to a spike in applications to the university—rising 20% from the previous year—but has also drawn increased media coverage, celebrity endorsements, and a renewed sense of excitement within the Boulder community.
In his statement following the contract extension, Sanders emphasized that the work is far from over.
“We’ve just scratched the surface of what this program can be,” he said. “It’s not just about football; it’s about developing young men who are ready to take on the world. I’m committed to bringing greatness to this university, on and off the field. We’ve got work to do, and I wouldn’t want to be anywhere else but here, making history with these incredible players and this passionate fan base.”
With the extension in place and a clear vision for the future, the Sanders era at Colorado is only just beginning. As the Buffaloes gear up for another season, one thing is certain—Coach Prime’s impact on the program, the university, and college football as a whole is undeniable.
A deal that reflects transformation
“Coach Prime has revolutionized college football and, in doing so, has restored CU football to our rightful place as a national power,” said athletic director Rick George in a statement. “This extension not only recognizes his incredible accomplishments on and off the field, but it also ensures that he stays in Boulder to compete for conference and national championships in the years to come.”
Success on the field and beyond
Since his arrival, Sanders has dramatically increased attendance at Colorado football games. The program’s 2023 season set a record with an average home attendance of 53,180 fans per game, followed closely by 52,514 in 2024. Additionally, the Buffaloes ranked sixth in television viewership for the 2024 regular season, trailing only perennial powerhouses Georgia, Ohio State, Alabama, Texas, and Michigan.
The team’s financial success has been staggering. Ticket sales soared from $13 million before Sanders’ arrival to $31.2 million in his first season alone. Meanwhile, the economic impact of home games on the Boulder region has reached nearly $94 million, with a broader regional economic impact estimated at $146.5 million.
A new era of recruiting dominance
The extension helps ensure that Sanders’ presence continues to attract top-tier talent to Boulder. His ability to lure high-caliber recruits and transfers has set Colorado apart as a destination for elite athletes, and with his long-term commitment secured, the program is well-positioned for sustained success.
The broader impact of coach prime
Beyond academics, Sanders’ celebrity presence has brought widespread national attention to the university. His coaching tenure has not only led to a spike in applications to the university—rising 20% from the previous year—but has also drawn increased media coverage, celebrity endorsements, and a renewed sense of excitement within the Boulder community.
Looking ahead
“We’ve just scratched the surface of what this program can be,” he said. “It’s not just about football; it’s about developing young men who are ready to take on the world. I’m committed to bringing greatness to this university, on and off the field. We’ve got work to do, and I wouldn’t want to be anywhere else but here, making history with these incredible players and this passionate fan base.”
With the extension in place and a clear vision for the future, the Sanders era at Colorado is only just beginning. As the Buffaloes gear up for another season, one thing is certain—Coach Prime’s impact on the program, the university, and college football as a whole is undeniable.