Deion Sanders’ impact on the Colorado Buffaloes is projected to be worth about $100 million annually by 2030, at least according to an expert at the Collegiate Sports Management Group (CSMG).
CSMG is an integrated sports and entertainment media company. The Buffs’ chances of making the cut for a potential “College Football Super League” are significantly boosted by Sanders, whose star power makes CU more attractive than rivals like Nebraska, according to The Denver Post columnist Sean Keeler in an opinion piece in which he looked at CSMG’s reasoning.
The Possible College Football Super League Factor
The College Football Super League is a concept being mulled in the sports world as a potential future restructuring of college football. The idea is to create an elite extra large conference made up of the top college football programs in the nation, driven primarily by television revenue and national popularity rather than traditional conference alignments. The Super League would consist of around 32 to 40 top programs from across the country, selected based on their marketability, fan base, TV ratings, and on-field success.
The goal of the proposed league is to maximize broadcast revenue, with estimates suggesting that schools in the Super League could earn nine-figure sums annually from TV rights — higher than what most schools now receive.
The idea of a Super League is gaining traction as media rights deals for major conferences are set to expire around 2030-2032.
So how would Sanders play a major part? The Denver Post article suggests that his high-profile presence at Colorado makes the program more attractive for the Super League, especially since he already has a high media presence. He has also lured in more revenue for the school, as Finurah previously reported.
The University of Colorado is now benefiting from Sanders’ charisma and his ability to bring attention to the school, something that has made it more marketable for networks and sponsorships.
A Super League, expected to consist of 32-40 schools, would generate broadcast revenues ranging from $92 million to $122 million annually for its members, compared to the $31.7 million Colorado is projected to earn from the Big 12. Schools left out of this elite group could face much lower revenue, around $10 million to $15 million per year, Keeler writes.
Experts argue that the Colorado program’s continued success depends on investing in Sanders’ brand, visibility, and media presence, leveraging the school’s location in a top-20 media market. Despite a dip in TV ratings in 2024, CU’s games still performed strongly, with their bowl game attracting 8 million viewers. This visibility, combined with Sanders’ leadership, puts CU in a stronger position to join the Super League.
Additional reporting by Ann Brown.
