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Deion Sanders is one of the most talked about figures in college football. The Colorado Buffaloes coach has been able to bring the program into the national spotlight and is on track to lead them to their best season in years.
But while he is well known, how much does he get paid, and is he the top earner in the Big 12?
Where does Deion Sanders' pay rank among Big 12 football coaches?
A report by USA Today looked into the earnings of all of the Big 12 coaches and then ranked them in relation to their earnings.
According to the report, Deion Sanders earns $5.7 million. This makes him the fourth-highest earner in the Big 12.
Oklahoma State Cowboys coach Mike Gundy topped the list with $7.75 million, followed by Kansas Jayhawks coach Lance Leipold with $7.5 million.
However, Sanders' contribution to the university is worth a lot more than his reported earnings.
His appeal made the Buffaloes the third-watched college football team (in relation to TV viewers) in 2023, averaging six million a game. This had a massive effect on the university's "earned media" value.
To get a sense of how big the improvement is, this figure before the arrival of Deion Sanders was estimated to be $87 million. It's now worth $343 million, an increase of more than 300%.
From this, it can be said that the Colorado Buffaloes need Deion Sanders more than he needs them, due to the amount of media exposure he brings to the program.
What do Big 12 coaches think of Deion Sanders?
The impact that Deion Sanders has had on the Colorado Buffaloes has not only been felt in Boulder, Colorado. It is also being felt in the head offices of the other Big 12 programs.
Many of Sanders' rivals spoke to USA Today, giving their thoughts about the athlete-turned-coach.
Oklahoma State Cowboys coach Mike Gundy said that by having Deion Sanders in the conference, the whole Big 12 grows.
"I think that we're lucky in our league that he's with us because he brings more people, notoriety, and viewers to the Big 12 conference," Gundy said. "That's what makes it go. We need viewership, and we want people to watch our teams play."
Additionally, some coaches see that Sanders has been able to turn around a Buffaloes program that has not had a lot of good fortune recently.
Kansas coach Lance Leipold said:
"(Deion Sanders) definitely rejuvenated things in Boulder."
Utah Utes coach Jordan Whittingham said:
"Essentially, (Sanders) put Colorado football back on the map,"
Deion Sanders' success has been recognized by the college football world, and the economic benefits he brings to the Buffaloes cannot be understated.
However, with both of his sons likely leaving after this season, and with Deion known for moving with them to new teams, could his time in college football overall or Boulder, in particular, be brief?
