Deion Sanders: Coaching Colorado Football, Building Men by Samuel Johnson

Today my topic is quite different. Yes different. I am talking sports. I'm talking about the Head Coach Deon Sanders of the Colorado University Buffaloes football team located in the city of Boulder, in the state of Colorado USA. Since the college football Season began in September 2023 Coach Deon Sanders and his Colorado football team has caused an unusual media phenomena and coverage unheard of in almost 20 years. This is happening both on and off the field. Deion Sanders, or Coach Prime as he is called, has upturned the way college football is covered in the media, has sold out all games, a dramatically positive impact on the economy of Boulder and a greater interest in college football especially non-traditional fans. 

What is really going on here? What is behind this phenomenon? And why am I even discussing this topic?

First a brief background. Deion Sanders was a star athlete at Florida State University where he played American football, track, and baseball. He is a former top professional football and baseball player, who was recognized as one of the best athletes to perform and win awards in two professional sports. He coached football at three high schools, then was named the head football coach of Jackson State University, a the historically Black College (HBCU). He dramatically restored the university records, including winning the conference championship and many awards. in 2023Deion Sanders was hired as head coach of Colorado University, becoming one of the few black football head coaches at a major university. 

As head coach, Deion Sanders (Coach Prime) had an immediate impact. It became media mania. Many top high school athletes now want to come to Colorado to be coached by Coach Prime. This has caused a titanic shift in the entire college football system. All the sports television channels covered almost every move of Mr Sanders and his players. Coaches at other colleges have expressed concerns from losing top recruits to Coach Prime, to envy of the attention the media is giving to Colorado. The significant fact is that the Colorado team has had one winning season in the past 20 years. Yes, one winning season in the past 20 years! In 2022 Colorado won one game and lost 11. This is the team Sanders took over. Coach began a turnaround during the 2023 season with 4 wins and 8 losses. So far as of November 16, 2024, their win loss record is 8 wins and 2 loses! This is a shock to the college football landscape!

So what’s going on here? Why is the media flocking? Why is the Colorado games have the highest viewership of all the teams in the nation every week? Why so many young men want to come to Colorado to play football? And Colorado was not even in the top 25 team ranking. Today (November 22, 2024) the Colorado University football team is ranked #16. What’s really happening?

I have watched interviews with football experts, I’ve looked at videos of the Colorado team, listened to press conferences of Coach Prime and examined his speeches and talks to his players. I think that there are several lessons we can learn from this phenomenon, which is more than sports.

First it is noticeably clear that Deion Sanders is a popular personality in the sports and specifically the football industry. He is bold and very self-confident. He is flashy, sometimes over the top for some people. He has declared a vision for the Colorado football team, to dominate the sport. Imagine coming to a losing program, a team with decades of losing and saying he intends to dominate. Many have caught the vision: the University president, the athletic department, the students, the people of the city, Boulder. College football players from other schools, high school athletes, and families all across the country. This is what vision does, it inspires people to another level of thinking about overcoming a mediocre mentality of the past. That’s the mark of a true leader. Generally leaders look to gain followers but true leaders inspire people to a higher pursuit. That is what Coach Deion Sanders has done at Colorado University. 

Lesson No 1. Deion Sanders is a true leader. He has the secret to inspire people to follow his vision more than to follow him. True leaders inspire people to believe a vision, a purpose, an idea with undeniable passion. 

Another great lesson about Coach Prime is that he is not a people pleaser. Since taking the job at Colorado University, Coach Prime has received detractors mainly from rival coaches and sports media outlets. This is normal and no one should act surprised. Criticism does not necessarily mean that people are automatically haters. Some criticize from envy i.e. Why is Coach Prime getting so much media attention? Others are deeply threatened that too many of the top high school players will want to go to Colorado. Another set claim that Coach Sanders has not “paid his dues” to become a head coach of a school like Colorado. What I appreciate is that Sanders has not been moved by most of the critics and has not responded tit for tat with the open “haters.” He understands that haters build you.

Lesson No. 2: You cannot be a great leader, a visionary, and a people pleaser. Let me repeat that - You cannot be a great leader, a visionary, and a people pleaser. Because People pleasers are a distraction to your vision and your destiny. Coach Prime is definitely not a people pleaser. 

Another thing about this Coach Prime phenomenon. This is about business. About money. According to Black Enterprise Magazine, Coach Deion Sanders has been a major asset for the University of Colorado (Boulder). It continues “From  ad deals to celebrity endorsements and increased media coverage, the NFL Hall of Famer has reportedly generated $90.6 million in revenue  for the school according to Yahoo Finance. They also quoted Colorado University Chancellor Phil DeStefano who said “CU Boulder has been the epicenter of the national sports world, which has provided unprecedented exposure for the university across the country. I am impressed by the excitement that has permeated camps which is less quantifiable but certainly as important as record-setting merchandise and ticket sales” Sanders has already helped some of his players to obtain endorsement deals and I am sure more is to come. The colleges and the College Football organizations make millions off these athletes who rarely receive little compensation for their efforts because they were amateur athletes. However the Supreme Court ruling in July 2021 changed all that with a program known by the acronym NIL Name, Image, and Likeness (NIL) is a term that describes the means through which college athletes are allowed to receive financial compensation. NIL refers to the use of an athlete's name, image, and likeness through marketing and promotional endeavors. Coach Prime is one of the few coaches who have boldly supported the new avenues where players can make money for the use of their images. There is a reward for following your passion without wavering. Never listen to naysayers. Coach Prime has proved that following your passion can bring rewards not only for you but others connected to you. 

 Lesson No 3: Sports is a business and Coach Prime is one who shows his players how to profit from their labor. The bible says “A workman is worthy of his hire” I agree. In addition, Coach Prime has hired several e and/or retired NFL players. This will change the supply chain for new football coaches. The “good old—boy” coach pipeline has been challenged by the arrival of Coach Prime and exposed the biased tradition of limiting former NFL players from coaching jobs in college. 

Lesson No 4. is the best lesson I see that Coach Prime is teaching. This is more than playing football, more than winning games and making money. It’s about building men to make a positive impact on society. The fourth lesson to me is the most impactful because it creates a legacy for the next generations. College football is the supply route for the professional football leagues, primarily the National Football League. Coaches focus on building football skills for the players in preparation a professional career. Interestingly only 2% of all college football players ever make it to the professional level. So how do coaches manage this challenge? The major pressure is to win games and the players are the tool they use to maintain a winning record, bowl games, and make money. There is nothing wrong that most coaches are focused on this goal and treat their stars as prima donnas of the teams. Then here comes Coach Prime who has a deeper and well-rounded vision in coaching. Coach Prime stated on many occasions that this is more than playing football, more than winning games and making money. It’s about building men to make a positive impact on society. He recognizes that the overwhelming majority of players would not make the professional leagues. He is about turning boys into men. That is a long-term vision and it frightens many in the college football management including many opposing coaches. This is revolutionary thinking. 

Coach Prime teaches these young men to build wealth, to prepare them for leadership in society. As a Christian, I am glad to see Coach Prime and some of his coaches pray openly for the players. It is simply great. 

I just can’t wait to see what transpires by the end this second season, (December 2024) especially if they face setbacks that will likely come. This is a part of life. How they respond to defeats is a part of growing and maturing into men. Let’s see what happens.