Deion Sanders represents the “must be the money” approach in Colorado

The Colorado Buffaloes football team is riding high after an impressive 34-7 victory over Arizona, a game in which their defense shined. For the first time this season, the Buffs’ defense was able to dominate their opponents, recording seven sacks against Arizona’s quarterback. This defensive performance set the tone for the game and showed a new level of intensity and cohesion from the Buffaloes. The overall performance of the Buffs football team showed that their game was taken to a new level with Jimmy Horn Jr. playing in the game and Travis Hunter in the second half before being sidelined due to his shoulder injury.

The courage displayed by Horn Jr. and Hunter adds another layer of complexity to a conversation Coach Deion Sanders, aka Coach Prime, had with his team leading up to the game, particularly about zero deals. Coach Prime has been vocal about the state of the NIL in college football, often criticizing its impact on players and programs. In a 2022 social media post, he commented on how NIL has evolved into a “pay-per-view” system and suggested that if players get paid like professionals, they may start to feel like Professionals to behave – a reality that has made it difficult for some programs to keep up.

In the evolving NIL landscape, the Colorado Buffaloes have set a new benchmark for success. In collaboration with SMAC Entertainment, the production company behind Coach Prime’s documentary, Colorado is combining media exposure with athlete compensation totaling $600,000, according to The Washington Post. This strategy paid off, with players like Hunter and Shedeur Sanders earning significant zero earnings. Rather than relying on traditional sponsorship support, Colorado is using its media resources to strengthen athletes’ personal brands, position them as leaders in the NIL era and close the gap with more well-funded schools. Their media-driven approach has proven to be extremely effective.

As the head coach of a Power Five program with access to significant resources, Sanders is now at the center of this conversation. NIL has given programs like Colorado the opportunity to attract top talent, but as Coach Prime indicated, it is not a guaranteed path to success. But his message to his team goes beyond NIL: it’s about work ethic, personal responsibility and preparing for life beyond football. His pregame speech made it clear that many athletes’ college careers — and the financial benefits they receive through NIL — won’t last forever. He urged his players to ask themselves what their plan is when checks stop coming in, when the NIL deals are gone and when football is over.

Coach Prime’s message to his players is clear. Zero and financial benefits cannot replace hard work and dedication. He urged his team to focus on building a winning culture and warned that players who don’t buy into that mindset may have to look for opportunities elsewhere. As Colorado prepares to enter the early signing period and open the transfer portal, Sanders is focused on creating a lasting culture of excellence that will not tolerate mediocrity.

With some of Colorado’s best players likely heading to the NFL after this season, Sanders knows the standard he sets now will shape the program’s future. The expectations of the fans, the coaching staff and the players themselves will continue to rise, and Coach Prime is committed to building a team that can meet those expectations year after year. His vision for the Buffaloes goes beyond short-term success; It’s about creating a long-term culture of winning and accountability.