CU Boulder’s recent extension of Coach Prime’s contract through 2029 is a clear statement. This isn’t just about keeping a football coach—it’s about securing the future of the entire university. Coach Prime has become synonymous with CU’s rise to national prominence, and his influence goes far beyond the field.
University of Colorado Chancellor Justin Schwartz emphasized in a letter this morning, just how much Coach Prime’s presence has elevated CU’s brand.
"Coach Prime and the football team have brought unprecedented positive exposure to our university,"CU Chancellor Justin Schwartz
Schwarts emphasized that the exposure has made CU a national name, placing it alongside powerhouses like the University of Texas, Michigan, and UCLA.
Let’s talk numbers. Last year alone, the football team’s media exposure was valued at an incredible $389 million. That’s the kind of attention that puts CU in the same conversation as football powerhouses like Texas and Michigan. But it’s not just about football—it’s about what that exposure does for the university as a whole. Applications are at an all-time high, and CU has seen a marked increase in prospective Black and African American students.
Economically, CU’s football success is proving to be a game-changer for Boulder and the surrounding region. The six home games last fall brought in nearly $94 million to the city alone and an astounding $146.5 million to the state. That’s a real boost, not just for CU but for Colorado’s economy as a whole.
So, yeah—this contract extension isn’t just a win for the football team. It’s a win for CU Boulder, for the city of Boulder, and for everyone who has a stake in the university’s growth.
Have we ever seen this level of university support for the football program at CU Boulder? Honestly, I don’t think we have. For years, Boulder has had a reputation of being somewhat separated from the football program, with the university’s academic and cultural focus overshadowing athletics.
But now, with Chancellor Schwartz’s clear and unwavering backing of Coach Prime and the football team, we’re witnessing a shift. The university is embracing the football program like never before. It’s refreshing to see CU Boulder not only acknowledge the success of the team but also actively invest in its future.
This level of support is new territory for CU, and it’s exciting to see the entire university rally behind Coach Prime in such a powerful way.