TEMPE, Ariz. — Deion Sanders does not do bread crumbs. Coach Prime’s intentions are marked by a path of loaves, talk so straight you could hang a shelf from it.
Then again, what do you give the coach who has everything? That’s the $10 million question.
“Maybe,” Urban Meyer, the Fox Sports analyst and former win-everything dude at Ohio State, Florida and Utah, told me recently.
Then he laughed.
“But, you know, it’s probably more money than that.”
Sanders dropped a few more loaves earlier this week when it was reported that CU’s first-year coach had trademarked a bunch of catch phrases — a whole mess of his greatest hits.
“Give Me My Theme Music?” Oh, yeah.
“We Keep Receipts?” Yep, that’s there, too.
Right next to “It’s Personal,” and “We Here,” and “Prime Effect.”
Say what you will about Prime’s ego, but the back of the trading card has almost always backed it up. Deion has two modes: win or go home.
He’s here to dominate. It’s part of the brand, part of the legacy, the mantra that drives the mission.
Does any of this feel like one of those slow, conventional, meticulous, four-year builds to you? Enjoy the circus while it’s here.
And speaking of the latter, I wouldn’t blame Buffs AD Rick George if he’s spent the last month begging his superiors to rip up Sanders’ current contract — $29.5 million over five years — and come back with a deal worth twice that.
Because at $5.5 million per year, CU isn’t just sitting on college football’s biggest story.
The Buffs are riding the biggest dang bargain in the FBS. All the way to the bank.
Hyperbole? Check the numbers. Based on CU’s own data, Coach Prime in less than a year has brought the Buffs back at least as much revenue — $29 millon-ish — as his entire contract is worth. With four years left on the clock.
If the CU won’t pay Sanders, somebody else will.
Then again, this is also a millionaire for four decades whose endorsements have him popping up on your television every 17 seconds.
“I don’t think it’s about money with Prime,” Meyer said. “I don’t want to speak for him, but I think it’s about, ‘Can you win the prize? And can you be national champion here?’”
If the Buffs truly want maximize Prime Time, the powers that be need to keep two things front of mind. Health permitting, Sanders wants to nail a national title — or a conference one at the very least. And he wants to do it with his sons.
Failing that, domination could also mean making more money than Nick Saban currently rakes in at Alabama. Which, at last report, was around $11.4 million per year.
If you’re not making some concessions on at least one of those fronts, well, remember what he said to all those former Buffs who hit the portal? It’s been real. Good luck and buh-bye. Your business ain’t good for his. And that’ll be that.
George is on one of those Jamal Murray heaters right now. But pitching a $10-million-per-year football contract to the regents when your most recent NCAA-reported department revenues totaled less than $95 million? That’s an awfully tough sell.
“It’s a huge hypothetical and it has not been discussed,” CU regent Wanda James told me late last week. “We haven’t even weaved into those (lanes) …
“This has absolutely raised all boats. And not just for (CU), but what we’re doing for small businesses in and around our university.”
Some estimates peg the Nebraska weekend alone as creating an economic impact of least $17 million for greater Boulder. CU chancellor Phil DiStefano told TIME magazine — Sanders is the cover guy for the Oct. 23 issue — that out-of-state applications for the school are up 40%. No small chunk o’ change, given that he “base” rate of two semesters for non-Colorado residents at CU starts at $41,968. With a reported spike in athletic donations of $8 million over a year ago and a reported bump of $20 million in ticket revenues, Prime’s five-season tab is pretty much paid up — halfway through Year 1.
“I’ve been a diehard,” James continued. “And I’ve supported (CU) since the day I showed up as a freshman … yes, there are certainly some challenging things as a black student in Boulder, no question. (But) fast forward directly to 2023, we’re changing some of those misconceptions and adding to the fabric that is Colorado. This is all good stuff.
“I’d like to see those types of things continue in our near future.”
Those things won’t come cheap.
Domination won’t come cheap.
Sanders’ contract features a clause that effectively opens a window for the renegotiation of salary and separation terms after the 2025 campaign. Assuming we get that far. Which is why I asked Coach Prime this past Tuesday at his presser about those fans and alums pining to make Deion a Buff For Life.
“That’s a wonderful gesture. I love it,” Prime replied. “But I’m smart enough to know and old and wise enough to know that that can flip on you instantaneously. The fan only blows when you’re hot. My mama said that, not me. So if y’all want to be mad, get mad at my mama, OK?”
Quarterback Shedeur Sanders has only a couple seasons left of collegiate eligibility. His father is pretty much the only coach Shedeur has ever played for. What is Prime’s interest in leading a football program that doesn’t feature family members? Or Travis Hunter?
“I think that the relationship between Rick George (helps). I know there’s a great relationship between the two of them,” Meyer replied. “When you come to Boulder, that’s another enigma. How do you not win here? This place is gorgeous …
“This place should be an appealing place to set your heels down and go for a while. (But) that’s going to be in his mindset: Can he win a national title here? That’s something they’ve got to convince him of.”
In 10 months, Sanders has completely resurrected the Buffs’ football brand. If they’re going to keep him, they’d best not sully his.
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