In Deion Sanders ‘ first year as the Buffaloes ‘ head football coach, the University of Colorado’s revenue from its multimedia rights ( MMR ) increased by 51 %.
Learfield, which stocks in the proceeds from sponsorships, radio advertisements, online posters, and other business opportunities, manages the MMR for CU’s athletic department. According to a” confidential” report Sportico received via an open records request, the company expects to make$ 8.3 million in fiscal 2024, which includes Sanders ‘ first football season. That is an increase from$ 5.5 million in the fiscal year 2023.
Learfield benefits from the rise, but Colorado will benefit most from it given their current setup. According to their contract, the school will receive 60 % of the first$ 5 million in” adjusted gross revenue “—total revenue minus some expenses—and then 65 % of everything over the$ 5 million mark. There was no AGR over$ 5 million last year, and Colorado received$ 2.9 million in right costs. Colorado will receive a portion of the higher 65 % share this year because the total AGR is$ 7.2 million. Although not all of the money has been collected, CU is now expected to receive$ 4.5 million under the contract in governmental 2024.

Requests for comment were not promptly answered by staff from Learfield and the school.
The statistics on rights fees further the image of how the Sanders time has economically impacted the Buffaloes. Sanders ‘ initial campaign enjoyed a degree of enthusiasm that frequently bordered on hysteria, despite Colorado finishing the football season 4–8. Upon his appearance, he added lots of exchanges, including his brother Shedeur Sanders, who took over as the starting quarterback for CU. Earlier in the year, Fox and ESPN sent Boulder competing pre-game displays, which helped Colorado sell out every house match for the first time ever.
Despite all of that focus, Learfield was able to boost sponsorship revenue by both expanding present agreements and introducing new ones. Nextiva, FNBO, Elevations Credit Union, the Children’s Hospital Colorado, and Aflac are among the Cattle ‘ business partners, which also makes use of Smith in a number of national advertising campaigns.
Colorado recently changed the terms of the profits broken and extended its Learfield agreement for an additional 10 years. Colorado will receive 65 % of the first$ 10 million in AGR beginning in fiscal 2025, followed by 70 % of anything higher. Additionally, there are guaranteed minimums, which begin at$ 4 million in the first fiscal year and increase to$ 5.35 million by the third.
The ultimate football period before Sanders ‘ arrival, fiscal 2023, saw a budget of$ 136.1 million for Colorado’s sport department, according to NCAA revenue and expense statements. The school, which finished in the Pac-12’s center, may formally visit the Big 12 later this month.
One of the many ways Smith ‘ influence may be felt is through commercial freedom. Colorado will likely also report significant upticks in football ticket sales ($ 13 million in fiscal 2023 ) and athletic donations ($ 29.3 million fiscal 2023 ) when the state’s revenue and expense estimates for 2022–2024 are released early next year.