Deion Sanders drives 51% jump in Colorado multimedia revenue

January 22, 2025

By Eben Novy-Williams and Daniel Libit, Sportico: The revenue the University of Colorado generates from its multimedia rights (MMR) jumped 51% in Deion Sanders’ first year as the Buffaloes head football coach.

CU’s athletic department’s MMR is managed by Learfield, which shares in the money generated from sponsorships, radio advertisements, digital signage and other commercial opportunities. The company is projecting to generate $8.3 million in fiscal 2024, which includes Sanders’ first football season, according to a “confidential” report Sportico received via an open records request. That’s up from $5.5 million in fiscal 2023.

The spike is good for Learfield, but especially beneficial to Colorado under their current arrangement.

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