Colorado is evolving into Coach Prime University, to some extent. However, opinions on this shift are divided.
The University of Colorado has greatly benefited from Deion Sanders, but some are concerned about the implications: ‘People have lost their damn minds.’
BOULDER, Colo. – Just before the kickoff at home football games this year, the atmosphere in the stadium electrifies with numerous VIP guests and crew members supporting “Coach Prime” Deion Sanders.
Some individuals don badges shaped like sunglasses, known as “Prime Passes.” Others carry video gear up the elevator while wearing shirts identifying them as part of the “Coach Prime” documentary crew. Certain people walk on the field flaunting credentials from SMAC Productions, a Los Angeles talent agency that represents Sanders.
Each individual plays a part in the spectacle now surrounding the University of Colorado, which is making unique adjustments to promote Sanders as the university’s public figure.
Many of these modifications have been beneficial. Sanders has steered the Buffaloes to a 4-1 record in his second season and will lead his team into a high-visibility matchup against Kansas State on ESPN this Saturday.
Nonetheless, some skeptics question the extent of the concessions being made for Sanders’ program, which includes significant changes last year to allow more transfer players and even this year’s ban on a journalist whom Sanders found unfavorable.
“People have lost their damn minds on this campus,” remarked Roger Pielke Jr., a CU Boulder alumnus and veteran professor.
YSL News Sports gathered a list of adjustments made for Sanders’ advantage and discussed them with seasoned observers of higher education, along with new CU Boulder chancellor Justin Schwartz, who oversees the entire campus, including the athletics department for the Buffaloes.
Two main perspectives have surfaced
∎ 1. Some believe the university’s bold business strategy is wise, already yielding significant advantages during a period of upheaval in college athletics, particularly as players now capitalize on endorsement opportunities. This year, the Buffaloes have been featured in at least seven consecutive nationally televised games across networks like ESPN, NBC, CBS, and Fox.
“We are the most innovative university in the country, so we have the most innovative coach in the country,” Schwartz told YSL News Sports in an interview. “We have the most entrepreneurial coach in the country, because we are one of the most entrepreneurial universities in the country.”
∎ 2. Conversely, critics argue that the university is overstepping boundaries by giving complete control to a charismatic new hire who might take advantage and then leave.
“There’s a wide array of actions that create the perception that this individual and his program operate independently, suggesting they have free rein and that we’ll support any of their decisions,” noted Pielke, a long-term observer of CU football who previously taught a course on sports governance within the athletic department.
Since hiring Deion Sanders in late 2022, the university has:
∎ Implemented a more “generous” policy for accepting transfer students, facilitating Sanders’ overhaul of CU’s roster by introducing 102 new transfer players in the past year alone. This change was essential to keep pace with recently relaxed transfer rules in college sports, initially announced during Sanders’ introductory press conference. While it had been planned beforehand, no other campus group benefitted from it as much as his football team, as reported by YSL News Sports. The university noted that it also led to an increase in Colorado residents transferring to CU this fall.
∎ Provided Sanders with a $250,000 bonus that was not included in his contract due to the publicity CU garnered in his debut season last year.
∎ Allowed SMAC Entertainment, the talent agency representing Sanders in Los Angeles, to function as an unofficial extension of the athletic department regarding publicity and game-day access for stars and VIPs.
∎ Granted SMAC considerable freedom to produce a documentary series on campus at no expense and permitted it to help control access to the sidelines and locker rooms during games.
∎ Instituted a ban on a journalist from Denver, preventing him from asking Sanders questions at press conferences.
∎ Allowed Sanders to disclose his outside earnings from endorsements in an unconventional manner—verbally to university officials rather than in writing. While this practice isn’t against NCAA rules, it is distinct from the norm at nearly every other public university in major college football and keeps these disclosures out of public scrutiny.
∎ Created a national advertisement last year to promote the university, capitalizing on the “Prime” concept.
And there are additional developments.
“In this competitive landscape, universities might have to adopt innovative strategies to stay relevant,” commented Harvey Perlman, a law professor and former chancellor at the University of Nebraska. “However, a university that relinquishes ultimate control over its campus or its staff runs significant risks of facing adverse consequences.”
‘Our kids aren’t getting in trouble’
are able to produce content focused on Sanders and the football team, enhancing the visibility and branding of the program. This approach significantly changes traditional media dynamics as reporters must navigate through these preferred channels to get coverage.
Schwartz notes that this is part of the evolving landscape of college sports, where coaches like Sanders leverage social media and digital platforms to engage fans and recruits in ways that were not previously possible.
Moreover, Sanders’ management style is transforming how the university communicates with the public and media. The focus on creating a strong media presence through personal branding is setting a new precedent within the athletics department.
Implications for university governance
This unique approach has raised questions about the boundaries of institutional control in the face of a powerful coach’s influence. As sports business experts have pointed out, the balance of power can shift when one individual becomes the face of a program, especially at a public institution reliant on state funding.
“This is a pivotal moment for the university,” Ridpath mentioned. “There are inherent risks involved when a coach’s whims dictate media access and public relations.” Ensuring accountability and transparency is crucial, especially in an educational environment that should prioritize openness.
Meanwhile, the accessibility of high-profile figures during games is also a hot topic. With celebrities regularly appearing at games, it emphasizes the attraction Sanders has brought to the program, though it also raises concerns about fairness and propriety within the sports framework.
Looking Ahead
As Sanders and his staff continue to navigate this new landscape, all eyes will be on how these developments impact not only the football program’s success but also the broader implications for university culture and the role of athletics within higher education.
The evolving relationship between Sanders and CU reveals larger questions about the influence of celebrity coaches in college sports and their comprehensive effect on institutional governance.
They are not part of the university’s employment. One individual faced a warning last year regarding a minor violation of NCAA rules about the publicity of a recruiting prospect, which resulted in rules education for the coaching staff and the creative team, according to documents from CU.
Despite this, their online platforms attract thousands of viewers each day, promoting Sanders’ program to potential recruits while omitting any controversies he might prefer not to highlight.
“In five or ten years, how many coaches do you think will adopt this approach?” Schwartz questioned. “It’s innovative and entrepreneurial. If people lose interest, it will eventually fade away. But currently, there seems to be a robust interest in everything related to Prime across all media.”
‘I know what this is supposed to look like’
Similarly, the “Coach Prime” documentary series available on Amazon Prime is created by SMAC Productions, which maintains editorial oversight with contributions from CU, based on their agreement with the university signed by SMAC co-founder Constance Schwartz-Morini, who also manages Sanders’ business affairs.
While the university does not receive financial compensation for the series filming on campus, it benefits from the overall Prime publicity efforts, which have led to a historical spike in applications for the upcoming fall semester, including a 50% rise in applications from Black students. This fall, CU Boulder has seen a record enrollment of 38,428.
“You have to acknowledge my understanding of the football game,” Sanders said at his regular pregame news briefing on Tuesday. “I played for 14 years, and I have covered it for 20 years. My experience surpasses that of some media members. I know television, I know the game, I understand people, and I comprehend management. I have clear expectations about how this should appear.”
Sanders is receiving $5.7 million this year from Colorado, which some may argue is low, given the enormous publicity and ticket revenue he generates. This salary ranks fourth among public schools in the Big 12 Conference.
“We hope Coach Prime will conclude his career here,” CU athletic director Rick George stated in a press conference on Tuesday. “I believe he can achieve significant long-term improvements for us. He and I share a vision for the direction of this program. It’s not about quick fixes; we are aiming to establish long-term sustainability. His contributions have been remarkable.”
What is the potential risk?
Individually, some of these tradeoffs may not concern the average fan. However, Pielke notes the potential risk of the university conceding too much authority to a single person or sports program.
He recalls a past incident from the early 2000s when CU was embroiled in allegations surrounding sexual misconduct at a party for football recruits and how the football culture allegedly pressured recruits with sex and alcohol. Following this scandal, multiple high-ranking CU officials left their positions, and in 2007, the university reached a settlement with women who had sued it. This led to various changes, and the football team’s performance has largely struggled since.
“The way the university administration has aligned itself with the football program, in my opinion, muddles the relationship between the dog and its tail,” Pielke remarked.
Schwartz, the chancellor, used a familiar phrase to describe the football team’s importance – referring to it as the “front porch” of the university that presents to the public and unites the university community. This “front porch” concept is evolving rapidly in response to significant shifts in college sports, including the impending necessity for universities to allocate more funds for player compensation for the first time.
To remain competitive, Colorado believes it must ensure its principal revenue source in sports adapts to the digital era. Sanders is facilitating that process.
“We need our football program to thrive,” George remarked on Tuesday. “There’s a lot of work ahead for us. The football season is still ongoing, but I’m optimistic about our current position.”
