College Football’s New Powerbroker: How Deion “Coach Prime” Sanders Now Sits Among College Football Coaching Elite

Spring is in the air. Living in the Northeast, the changing seasons can be humbling. While every day is a gift, January and February often make you long for warmer weather. But now, it’s April—daylight savings is here (love the extra sun), walks in the park beckon (hay fever be damned), and visions of beach-filled weekends are just around the corner. The seasons have changed.

And just like that, change is alive and well in college football. Head Coach of the Colorado Buffaloes, Deion Sanders, has never been a stranger to creating buzz. Since the 1989 Sugar Bowl, where the self-proclaimed “Primetime” picked off an Auburn receiver in the end zone to seal a win for Florida State, Sanders has been making headlines. From the NFL to MLB, TV stardom, and NFL commentator, there isn’t much he hasn’t achieved.

Then, in the depths of COVID-19, Sanders arrived at Jackson State in a Cadillac, declaring himself “Coach Prime.” Jackson State, a historically Black college rich in football history but struggling with wins, had produced Hall of Famers like “Dr. Doom” Robert Brazile and the legendary “Sweetness” Walter Payton. Over three seasons, Coach Prime led the Tigers to two SWAC titles and two Celebration Bowl appearances, igniting a renaissance for HBCU football and breathing new life into Jackson, Mississippi.

So, when Deion left Jackson State (Jackson, MS—80% African American) for the University of Colorado in Boulder (85% White), it shocked many.

At first glance, Colorado was an unusual choice. Once a proud program, the Buffaloes won a national championship in 1990, but since Kordell Stewart’s iconic Hail Mary pass to Michael Westbrook in 1994, CU had faded into irrelevance. When Sanders took the job in December 2022, so-called experts predicted disaster. The college football establishment wasn’t ready for Coach Prime’s unapologetic approach.

Despite African Americans making up over 55% of D-1 players, head coaching numbers remain low—only 11.9% are men of color. Sanders had to prove he belonged, and he did it his way. Revamping the roster completely, he told the players, “I’m bringing my own luggage, and it’s Louis.” Whether you loved or hated him, Boulder was the center of the College Football universe. 

In the 2023 season, the Buffaloes started 3-0, capturing national attention. Every sports network visited Colorado. With his sons Shedeur and Shilo, plus two-way star Travis Hunter, the Buffaloes were the hottest ticket in college football. But after the hot start, the season fell apart, ending in a 4-8 record. Critics pounced, but considering Colorado had won only one game the year before, a four-win season was still progress. Boulder raked in millions, attendance soared, and celebrities filled the sidelines.

Despite the doubters, Colorado made adjustments. They revamped the roster, switched conferences (from the Pac-12 to the Big 12), and went on to win nine games, with Hunter taking home the Heisman Trophy. Can’t call it a fluke anymore. Most of the college football world had to give Coach Prime his respect.

Then came the question: Would Sanders follow his sons and Hunter to the NFL? Could he pull off a LeBron-like move and reunite with Shedeur in the pros? Depending on who you asked, the answer varied. But Sanders repeatedly assured everyone that Boulder was home.

With rumors swirling about his contract, Colorado secured Sanders with a new five-year, $54 million extension through 2029, making him one of the highest-paid coaches in college football. Are you surprised? One of the greatest athletes ever is now at the top of the coaching mountain. Some will debate whether it’s about exposure or winning, but one thing is clear—Coach Prime is now a power broker in the sport.

With a renewed focus on player money and recruiting, Colorado is poised to compete for years to come. In a rapidly evolving game—shaped by NIL deals, conference realignment, and playoff expansion—there’s no better showman than Deion Sanders. But no,” its NO BETTER Coach than Deion Sanders.”

Spring may be here, but we’re all waiting with bated breath for the boys of autumn. As the great Barry Bonds once said, “You’re still gonna come watch the show.” It’s a Primetime world, and we’re just here to enjoy it. See you in September.