Deion Sanders, known as “Coach Prime,” has secured a five-year, $54 million contract extension with Colorado, cementing his status as one of the highest-paid coaches in the Big 12. Colorado’s investment signals strong faith in Sanders’ leadership.
Since taking over a 1-11 team in 2023, he revamped the roster and led them to bowl eligibility in 2024. While his impact is undeniable, some analysts caution against the long-term financial risk, questioning whether the program’s rapid rise under Sanders can be sustained.
Analysts Weigh In on Coach Prime’s Massive $54M Contract
Colorado’s decision to extend Sanders’ contract for five years at $54 million has sparked debate among analysts, with some questioning whether the long-term commitment is a sound investment.
The deal secures Sanders an annual salary of $10 million for the next two years, which will increase to $11 million in 2027 and $12 million by 2029. It also significantly raises his buyout cost, requiring him to pay Colorado $12 million if he leaves in 2025. The amount will decrease to $3 million by the contract’s final year.
Sports analysts Joe and Blake from “The Ruffino & Joe Show” offered mixed reactions to the lucrative extension. While acknowledging the strategic benefits, they questioned whether Sanders’ on-field results justify making him one of college football’s highest-paid coaches.
“It’s a smart move,” one analyst noted, highlighting the financial protection Colorado gains if Sanders leaves. “If they lose Deion, [Colorado] has a massive chunk of change to where they can go get somebody and continue to stay relevant.”
However, skepticism emerged about Sanders’ credentials for such compensation.
“I don’t know if he should be a top -ive head coach paid-wise,” Joe remarked.
He pointed to Sanders’ 13-12 overall record and lack of conference championships.
“He’s the highest-paid coach in the conference, and he’s never won it. “What if Deion and them can’t get back to that nine-win season?” one questioned. “You’re placing two top 10 picks… it is a big investment.”
The counterargument focused on Sanders’ unprecedented impact on Colorado’s profile:
“None of those coaches can say that they have had the same level of exposure impact as Deion Sanders. “Colorado was never sniffing the level of attention in the constant Prime Time games that they’re given.”
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This visibility factor, including an Amazon documentary series, appears central to Colorado’s willingness to make Sanders the highest-paid coach in the Big 12 Conference.
“Even though he hasn’t achieved that yet, and there’s a chance that he never achieves it… people are gonna pay attention to them so much they have a damn Amazon series.”
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