You can debate coaching resumes all you want, but in terms of impact—on the field, off the field, and in the national conversation—there’s no more important figure in the Big 12 right now than Deion Sanders.
Sanders may be ranked No. 8 in Athlon Sports’ preseason Big 12 coach rankings, but that number says more about traditional metrics than modern influence. Because if you’re asking who moves the needle in this conference, the answer is clear: Coach Prime.
And that matters more than ever in a Big 12 trying to redefine itself post-realignment.
National relevance is the new scoreboard
Colorado’s transformation under Sanders is the most talked-about story in modern college football.
After inheriting a 1–11 team in 2022, Sanders brought the Buffs to 4–8 in his debut season before delivering a breakthrough 9–4 campaign in 2024, one that saw Colorado push for a Big 12 title game berth and finish ranked in the AP Top 25 for the first time since 2016.
But even before the wins came, the attention did.
Colorado led national viewership numbers multiple times in 2023. In 2024, the Buffs were once again front and center on College GameDay and Big Noon Kickoff. Social media engagement, merchandise sales, recruiting headlines—all spiked under his leadership.
And for the third season in a row, season tickets are sold out.
Sanders isn’t just a coach. He’s a media ecosystem. And in today’s college football landscape, that’s as valuable as anything you can do on third down.
The Big 12 needed a face. Coach Prime gave it one.
When Texas and Oklahoma bolted for the SEC, the Big 12 was left searching for a new identity. The additions of Utah, Arizona, and others helped stabilize the football brand, but the conference lacked a singular brand.
Enter Coach Prime.
His press conferences draw as much attention as some teams’ entire seasons. His name trends nationally after midweek podcast appearances. He lands top recruits, moves merchandise, and builds a brand that is well beyond Boulder.
As the DNVR Buffs podcast noted today, Sanders doesn’t just bring attention to Colorado. He elevates the entire conference.
The results are starting to align
There was skepticism when Sanders arrived in Boulder. Critics called him a gimmick. Said the celebrity wouldn’t translate. Predicted the culture would collapse when adversity hit.
But what’s unfolded has been a case study in how modern college football works.
Sanders completely rebuilt the roster through the transfer portal. He turned Folsom Field into a recruiting weapon and national stage. He has produced NFL-caliber talent and restored CU to national relevance.
And in year two, that translated to wins. The Buffs finished second in the Big 12, just shy of a conference title appearance, and now enter the 2025 season with real expectations.
It’s not just talk anymore.
Would any Big 12 team trade for him?
That’s the ultimate question. If you’re Colorado, would you trade Coach Prime for any other coach in the conference?
Whittingham? One of the most respected coaches in the country, no doubt. But he doesn’t transform your brand. Matt Campbell? A proven developer of talent, but no major media draw. Kenny Dillingham? He’s on the rise, but remains unproven long-term.
There’s no coach in the league who brings both the floor and the ceiling that Sanders does. And if the Buffs were looking to trade, half the conference would be on the phone in minutes.
That tells you everything you need to know.
Bigger than a ranking
Rankings like Athlon’s are built on career accomplishments, not momentum. They reward longevity and historical consistency. That’s valid.
However, in 2025, college football is changing faster than ever. NIL, the transfer portal, expanded playoffs, player branding, and streaming viewership have reshaped how programs compete.
And in that environment, no one is more prepared—or more valuable—than Deion Sanders.
He’s not just winning games. He’s winning the future of the sport.
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