Very well-deserved. That’s what people are saying about Deion Sanders’ 5-year contract extension. The University of Colorado has locked in their third-year HC through the 2029 season with a massive $54 million deal.
“Coach Prime has revolutionized college football and in doing so, has restored CU football to our rightful place as a national power,” CU AD Rick George stated. “This extension not only recognizes Coach’s incredible accomplishments transforming our program on and off the field, it keeps him in Boulder to compete for conference and national championships in the years to come.”
This deal increases Deion Sanders’ base salary to $10 million in 2025. It cements his status as the highest-paid Big 12 coach and one of the game’s highest-paid coaches. But if you ask a certain 3x Pro Bowler, the number on the contract doesn’t even begin to capture Coach Prime’s true impact.
On March 30, Colorado insider JaKi posted an excerpt from SpeakOnFS1 on X that captured Keyshawn Johnson’s honest take on Deion Sanders’ contract extension. “I don’t want to just give him credit for Colorado’s football program,” the former NFL star said. “I want to give him credit for the enrollment… I want to give him credit for the Prime Effect around colleges. Whether it’s the HBCU level, whether it’s guys getting opportunities.” That Prime Effect isn’t just about wins and losses. It’s about culture, exposure, and opportunities.
Keeping It Real. Keyshawn on Coach Prime’s Impact
“He’s just getting started. I don’t want to just give him credit for Colorado’s football program. I want to give him credit for the Prime effect around colleges”
@SpeakOnFS1 https://t.co/XlTHmyqqRx pic.twitter.com/V4ak3bQxjg
— JaKi (@JaKiTruth) March 29, 2025
Deion Sanders’ influence extends beyond Folsom Field, stretching all the way to the HBCUs and the broader college football landscape. During his appearance on Good Morning America in January, he was asked about his role in inspiring former NFL stars like Michael Vick and DeSean Jackson to take on coaching roles at HBCUs.
“I feel like I’m blessed to be blessing,” he told his host Michael Strahan. “And those guys you just forementioned, I reached out to them and I want them to succeed immensely. All the wrongs, all the rights, everything that I could give them and all of the guidance — I’m there for them. They’re like my little brothers and I love it.”
Deion Sanders isn’t just another coach cashing in a big payroll. He’s the spark behind a movement that’s opening doors for former NFL stars at the college level. Eddie George at Bowling Green, Vick at Norfolk State, and Jackson at Delaware State. And he hasn’t forgotten where he started — “They looked out for me. Without Jackson State, it wouldn’t be no Prime. Trust me.” And his arrival to Boulder from JSU is a blessing for CU football.
Colorado’s transformation under Deion Sanders
In two short years, Deion Sanders has turned Colorado football from a national afterthought into one of the sport’s biggest attractions. The Buffs went from 1-11 before his arrival to nine wins and a bowl berth this past season. 2024 saw over 54 million viewers tune into CU games. The Alamo Bowl alone drew a record 8 million, making it the highest-watched in the event’s 32-year history. And the impact isn’t just on the field.
Enrollment at CU has skyrocketed. Applications are up 20% with a 50.5% jump among Black students. The Buffs became the hottest ticket in town, selling nearly every home game while pumping $146.5 million into the local economy. But for Deion Sanders, the mission isn’t over yet. “We’ve just scratched the surface of what this program can be,” he stated. “I’m committed to bringing greatness to this university, on and off the field.”
Deion Sanders isn’t just going to continue to coach Colorado with a $54 million extension. He’s rewriting the playbook for what a college football program can be.
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