Deion Sanders has reportedly helped the University of Colorado Boulder generate $90.6 million.


CU Boulder spokesperson Steve Hurlbert told Boulder’s Daily Camera that the university’s substantial revenue comes from high-volume ticket sales, merchandise sales, increased donations, and national media coverage.

CU Chancellor Phil DiStefano said in a statement, according to the outlet, “CU Boulder has been the epicenter of the national sports world, which has provided unprecedented exposure for our university across the country. I am impressed by the excitement that has permeated campus, which is less quantifiable but certainly as important as record-setting merchandise and ticket sales.”

Sanders has been reenergizing sports fans and turning more attention back to college football. As AFROTECH previously told you, Sanders gathered high-profile celebrities, including Dwayne “The Rock” Johnson and Lil Wayne to support the team in their victory against Colorado State on Saturday, Sept. 16, 2023.


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He also is actively creating opportunities for his team. Most recently, Colorado running backs Charlie Offerdahl and Alton McCaskill were featured in a commercial promoting California Almonds.

“I’m so happy for our students, alumni and fans who have all been savoring this incredible experience,” DiStefano said per the Daily Camera. “Most of all, I’m immensely proud of our coaches and student-athletes, who have demonstrated incredible poise amidst all of this attention and whose hard work is the reason we’re enjoying such a successful start to the season.”

The “Prime Effect” is very much evident. The outlet also reports CU Buffs’ online team store had its second highest grossing month after Sanders joined as a coach. Sales have increased by 2,544% in comparison to September 2022.

The University has also benefited from an increase in money raised from donors, up almost $2 million from fiscal 2022. Its social platforms have additionally seen a substantial boost with nearly 2 million followers across five platforms in comparison to 268,000 followers before Sanders became head coach.

Better yet, nearby areas are reaping the benefits of the growing interest surrounding the football team.

“The Visit Boulder Convention and Visitors Bureau projects that the 2023 CU vs. Nebraska football game brought in an estimated total of $17 million in combined direct and indirect economic impact to the area,” Hurlbert said, according to the Daily Camera. “This is the economic impact of the event for the whole region, not specifically to Boulder, as visitors stayed in surrounding towns, including Denver, for the game.”

No matter what you think of Sanders, his accomplishments at the school are noteworthy.