Deion Sanders has revitalized a struggling football program, leading the Colorado Buffaloes to success in just two seasons. In recognition of his achievements, Colorado has extended his contract through the 2029 season, making him the highest-paid football coach in the Big 12 and one of the top earners nationwide.
The new deal, a five-year extension worth $54 million, offers Sanders $10 million annually for the first two years, $11 million for the next two, and $12 million in the final year. This extension comes with three years remaining on his previous five-year, $29.5 million contract signed after his move from Jackson State.
“Coach Prime has transformed college football and brought CU football back to its rightful place as a national powerhouse,” said athletic director Rick George. “This extension reflects his remarkable impact both on and off the field and ensures he’ll continue leading us in the pursuit of conference and national championships.”
Sanders led the Buffaloes to a 9-4 record last season, securing a spot in the Alamo Bowl.
The Buffaloes face big changes as they lose Heisman Trophy winner Travis Hunter and Sanders’ sons, Shedeur, a projected top NFL draft pick, and Shilo. Next season will be the first in years without one of Sanders’ kids on the roster.
Sanders and his prominent coaching staff have brought in a strong recruiting class, featuring high school stars and transfer portal additions. Key newcomers include Liberty transfer quarterback Kaidon Salter, Alabama transfer defensive lineman Jaheim Oatis, and five-star high school quarterback Julian “JuJu” Lewis, who joined early to get a head start. Either Salter or Lewis is expected to fill Shedeur Sanders’ shoes as Colorado aims for back-to-back bowl appearances for the first time since 2004 and 2005.
With Sanders committing to stay, the Buffaloes avoid a potential mass exodus of fans, celebrities, and media attention that his presence has brought. Additionally, the top recruits who were drawn to Colorado because of Sanders are likely to remain with the program.
If Sanders decides to leave for an NFL job or another college program, his buyout is $12 million if he ends the contract by December 31, 2025. The buyout decreases to $10 million in 2026, $6 million in 2027, $4 million in 2028, and $3 million in 2029.
His contract includes performance incentives, such as $150,000 if the Buffaloes win nine regular-season games, plus $100,000 for each additional win. If Colorado reaches the Big 12 title game, he earns another $150,000, with the same amount if the team is invited to a non-College Football Playoff bowl.
Winning the conference championship or making it to the first round of the College Football Playoff earns him $400,000, with an extra $50,000 for a first-round victory. Bonuses continue with $100,000 for reaching the semifinals, $200,000 for the championship game, and $250,000 if Colorado wins the national title.
If Sanders is named Big 12 Coach of the Year, he’ll receive a $75,000 bonus, and winning the national Coach of the Year award would earn him $150,000.
Since Sanders took over, he’s significantly boosted Colorado’s visibility:
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Out of Colorado’s 24 games, 22 have been featured on network TV or ESPN’s flagship channel.
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The school recorded its two highest average home attendance seasons in 2023 (53,180 fans) and the previous year (52,514).
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During the 2024 regular season, Colorado ranked sixth in TV viewership, trailing only powerhouse programs like Georgia, Ohio State, Alabama, Texas, and Michigan.
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In Sanders’ first season in Boulder (despite a 4-8 record), the football team brought in $31.2 million from ticket sales, up from $13 million the year before he arrived.
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Applications to attend the University of Colorado increased by 20% compared to the previous year.
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Home football games contributed $93.9 million in direct economic impact for Boulder and $146.5 million regionally, according to university reports.
John Tayer, president and CEO of the Boulder Chamber, recently remarked that the level of national and international attention Coach Prime has brought to the community, along with the economic boost, was unexpected. “There’s just a great deal of enthusiastic energy,” he said.
The impact of Sanders’ leadership extends beyond the football field. The team posted a 3.011 GPA for the fall semester, marking the first time the program has averaged over a 3.0 GPA, according to the university.
“We’ve just scratched the surface of what this program can be,” Sanders stated. “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.”
He added with a touch of humor, “Lastly, anybody got at least a five-bedroom home with acreage for sale?”
