Although Deion Sanders had a challenging first season as the head coach of the Colorado Buffaloes football team, finishing well below .500, his financial gains have been pretty impressive. USA Today reports that the University of Colorado Boulder awarded Sanders a $250,000 bonus for the substantial media exposure he generated in 2023.
“The employee recognition bonus is a discretionary bonus awarded by Athletic Director Rick George for the immense impact Coach Prime has made on the football program, the Athletic Department, and the university in his first season,” the school stated.
Sanders was credited with raising $343 million in “earned media” value last year, a dramatic increase from the $87 million in 2022. Although just recently reported on by the media, the bonus was paid on Dec. 1, shortly after the team’s final game of the season.
Didn’t Live Up To The Hype?
Colorado started the “Prime Era” with a bang, defeating TCU on the road and following up with victories against Nebraska and Colorado State. However, the season took a downturn as the Buffaloes ended with a 1-8 run, losing their last six games. Despite this, star players like quarterback Shedeur Sanders and All-Pac-12 receiver/cornerback Travis Hunter kept the spotlight on Colorado.
The Colorado football team wasn’t eligible for bowl games in December, but they achieved their best season record since the brief tenures of Karl Dorrell and Mark Sanford, Clutch Points reports.
Still, the media and people stayed tuned in.
According to Sports Media Watch, five of the 25 most-watched college football games in 2023 featured the Buffaloes, including their high-profile clash with the Oregon Ducks.
Though the team’s performance dipped, the buzz surrounding Sanders brought renewed attention to a program that had been largely overlooked for years. This offseason, Colorado transitioned from the Pac-12 to the Big 12, with Sanders already making his presence felt.
During the Big 12 Media Days in Las Vegas, Sanders and his son Shedeur boasted about their unique talents compared to other conference teams. While Shedeur and Hunter are set to return, Colorado is not expected to have a stellar 2024 season, as they were picked to finish 11th in the Big 12 by media members.
The Buffaloes’ administration expressed their gratitude for Sanders’ impact by awarding him the $250,000 bonus, in addition to his $5 million guaranteed salary for the year. This recognition is reportedly for Sanders’ role in revitalizing the Colorado football program, as well as his contributions to increased attendance, media coverage, and viewership.
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