Colorado University Athletics
Colorado AD George Hopes Coach Prime 'Finishes His Career Here'
October 08, 2024 | Football, General, Neill Woelk
BOULDER — While college athletic departments across the country prepare to address the impending changes created by the landmark House v. NCAA settlement, one thing remains the same:
Football is still the driving economic engine for the majority of those departments.
That's a good thing at the University of Colorado, where Deion "Coach Prime" Sanders' engine rebuild has made the Buffaloes a nationally relevant program once again.
Sanders' impact has been dramatic. Since his hiring in December 2023, Colorado's enrollment and applications have risen substantially. The CU Athletic Department's social media following has grown exponentially, ticket and merchandise revenue have done the same, the economic impact on the community has also significantly increased — and as of this week, the Buffaloes are 4-1 overall and 2-0 in the Big 12.
If the Buffaloes can get a win over 18th-ranked Kansas State on Saturday at Folsom Field (8:15 p.m., FOX), they will almost certainly be ranked in the top 25 next week.
The resurgence of the football program under Sanders has a direct impact on the entire department. At CU — as is the case at the majority of Power Four programs around the nation — football generates the lion's share of revenue, which is then used to support many of the other programs in the department.
After six weeks of the season, the Buffaloes have been the second-most watched team in the country, attracting more than 21.5 million viewers.
Those are very good numbers for Colorado Athletic Director Rick George.
"We've always said that we need football to elevate our program, and we all know the importance of football in the Power Four," George told the media Tuesday. "We need football to be successful. We've got a lot of work to do. We still have a long season ahead of us in football, but I like where we're positioned today. I like the viewership that we're getting and I think that bodes well for us in the future."
Other numbers that make George smile are ticket sales. CU sold out all six home games last year and could hit five sellouts again this season, with premium seating at Folsom Field sold out for the next three seasons.
But a question that refuses to go away — despite no indication from any of the parties involved that it is even an issue — is whether Coach Prime is in Boulder for the long haul.
"We hope that Coach Prime finishes career here," George said. "I think he can do significant things for us long term with longevity. I think Coach would sit here and tell you that he and I are on the same page about where we want this program to go."
George has obviously watched closely as Coach Prime went about the task of rebuilding Colorado with an approach never before seen in college ball. He brought in an unprecedented number of transfers in his first year in Boulder and followed it up with another large influx of experienced players from other programs in Year Two.
But he also added some very highly regarded high school recruits along the way, as well as building a coaching staff that boasts decades of NFL experience.
Now, that blend has produced a program that the rest of the nation is watching very, very carefully.
"It's not a short-term fix," George stressed. "We want to set it up to be sustainable for the future. I think what he's done has been incredible. I like the culture that he's created. I see it on a daily basis with his student-athletes and his coaches, and like I said, I like where we're at. We've got a lot to do still moving forward, and we're on the same page on that."
