Big 12 Gives Colorado, Deion Sanders ‘Tremendous Benefits’

Jul 28, 2023, 12:16 PM | Updated: 12:53 pm

SALT LAKE CITY – Getting Colorado back to the Big 12 Conference means the league inherits one of college football’s stars, Coach Prime Deion Sanders.

Sanders hasn’t coached a game yet for the Buffs. He turned around Jackson State overnight, making them an FCS power for the past three seasons. Now he will look to do the same on the field at Colorado.

Off the field, Coach Prime has already made his impact felt on the Buffs and college football at large.

Deion Sanders provided the “Prime Effect”

The Big 12, led by Brett Yormark, who loves brands, was aware of Coach Prime and his impact on the sport. Colorado athletic director Rick George recognizes that Sanders’ brand played a role.

“We’ve certainly talked about the ‘Prime Effect’ a lot. And certainly, him becoming our head football coach,” said George after the Big 12 move. “If you look at our social media accounts, and all of the different areas that you can measure on the impact that he’s had, again, I’m certain that a 1-11 team that has struggled like we have, with him being involved, was significant.”

Moving from the Pac-12 to the Big 12 beginning in 2024 reunites Colorado with old Big Eight rivals such as Kansas, Kansas State, Oklahoma State, and Iowa State. It also gets Colorado into parts of the country where Coach Prime has made top priorities in his recruiting efforts.

“I will tell you there are tremendous benefits for being in the Big 12 for the direction that Coach Prime is going as it relates to recruiting. Being able to play in Orlando against UCF, where he’s recruited very heavily. The state of Texas has always been a priority for us, and now [we’re] playing four teams in that area.”

Seven of Colorado’s eight commits in the 2024 recruiting class are from the central and eastern time zones.

“You look at Houston, and Houston has always been a favorable market for us in recruiting. Think back to Alfred Williams, Kanavis McGee, and Chris Hudson, and some of those guys. That area, the fifth largest market in the country, also was a factor in that decision.”

Stability for Colorado played a large role

Along with the recruiting benefits, George and Colorado Chancellor Phil DiStefano cited athletic and academic stability as a reason for the move.

“It really came down to, as we looked at this, we looked at the stability we could get in the Big 12,” George said. “And the time slot and the partners that they have in the media area. That was a significant factor for us as we made this decision.”

Mitch Harper is a BYU Insider for and host of the Cougar Tracks Podcast (SUBSCRIBE) and Cougar Sports Saturday (Saturday from 12–3 p.m.) on KSL Newsradio. Follow Mitch’scoverage of BYU in the Big 12 Conference on Twitter and Threads: @Mitch_Harper.

Take us with you wherever you go.

Download the new & improved KSL Sports app from UUtah’ssports leader. You can stream live radio, video and stay up to date on all of your favorite teams.

Are you on Threads yet? Let’s connect, give us a follow @kslsports.

College Football

BYU Football, Big 12, Hype Video...

ERIC OLSON AP College Football Writer

Big 12’s New Members See Evidence Of Excitement In Ticket And Merchandise Sales, Rising Donations

UC, UH, UCF, and BYU knew Big 12 membership came with privileges. Ticket and merchandise sales, as well as donations, have set records.

2 hours ago

Isaac Rex, BYU Football, Travis Kelce...

Mitch Harper

BYU’s Isaac Rex Reflects On Time He Met NFL Star Travis Kelce

Isaac Rex is gearing up to take on Travis Kelce's alma mater, Cincinnati. So naturally, we discussed Kelce and Taylor Swift.

5 hours ago

BYU Football, Injury Report, Ben Bywater, Cincinnati Week...

Mitch Harper

BYU Football Injury Report Entering Big 12 Tilt Against Cincinnati

The latest on the injury front for BYU football entering the Cincinnati game.

8 hours ago

Utah State celebrates in end zone...

Brian Preece

How To Watch Utah State Aggies Versus UConn Huskies

After UConn opened last season in Logan, Utah State returns the favor as they look to end September on a high note against the Huskies.

9 hours ago

Nate Johnson - Utah Utes vs. Arizona...

Michelle Bodkin

Utah Quarterback Nate Johnson Discusses What Motivates Him To Win

Utah quarterback Nate Johnson discussed his motivation in light of showdown between Colorado and Oregon last weekend.

22 hours ago


Michelle Bodkin

Utah Football Opts For Black Accents In Uniform Combo For Oregon State

The Utes are introducing their secondary color- black- into their week five uniform combination for No. 19 Oregon State.

1 day ago

Sponsored Articles

3 kids wearing real salt lake jerseys smiling...

Real Salt Lake

6 Reasons You Need to Experience a RSL Matchday

RSL Games are a great way to spend time with your family with fun activities, good food, and traditions you can only experience at the field.

High angle view of the beautiful Rose Bowl Stadium...

KSL Digital Sales

How to Prepare for the 2023 Rose Bowl

Everything you need to know to plan your 2023 Rose Bowl trip in Pasadena, California. This year, the Utes will face Penn State.


KSL Digital Sales

Notable Moments From The Utah Jazz Season… So Far

At the beginning of the season, the Utah Jazz were second to last. Now they rank in the top 10 teams in the Western Conference.

Football soccer ball on grass field on stadium...

KSL Digital Sales

Everything You Need to Know to Watch the 2022 World Cup

Find out where and when to watch the upcoming games and final match for the 2022 World Cup in Qatar, including where to find live updates.

ksl sports logos...

KSL Sports

KSL Sports Newsletter: Sign Up Now

Sign up today for the KSL Sports newsletter. Get the latest Utah sports news delivered to your inbox.


KSL Sports

Win Tickets Wednesday: Jimmy Buffett

Get your Hawaiian shirts ready.

Big 12 Gives Colorado, Deion Sanders ‘Tremendous Benefits’