PRIME EFFECT: FACT OR FICTION?

Matti Tenney - November 3, 2025 

When Deion Sanders arrived in Boulder, he promised a full-throated transformation of the Colorado program. Backed by a five-year, $54 million contract, expectations soared. But now, as the spotlight intensifies, so do the questions. Is Coach Prime building a sustainable winner or riding a wave of hype?

Sanders brought instant uplift to the Buffs. His celebrity status, two-sport legacy and motivational charisma shot Colorado into the national conversation fast. The university’s sizable investment signaled serious intent, and Sanders’ personal health journey, including a bladder cancer diagnosis and surgeries, added a compelling narrative of resilience.

With that being said, some serious cracks have been showing. Despite the spectacle, Colorado’s on-field inconsistencies are problematic. Sanders started his Colorado career with a 4-8 record in the last year of the former Pac-12. Despite the harsh critics, last year the Buffs turned it around behind Heisman winner Travis Hunter. This year, it looks like they have reverted back to their old ways.

Currently sitting at 3-6 this season, it has been a tough season. Colorado was able to get wins against Delaware, Wyoming, and then #22 Iowa State, but lopsided losses to Utah, Houston, TCU, and Arizona have exposed defensive vulnerabilities and roster depth issues. People are worried the growing media narrative may be outpacing actual program progress.

Sanders’ strategy leans heavily on splashy recruiting and transfers, generating attention but raising deeper questions about infrastructure. What happens when the marquee names leave? Without a consistent defensive identity or proven depth, questions mount. The departure of stars like Travis Hunter and Sanders’ own sons intensifies the test of sustainability.

His mantra of “one day at a time” makes sense, but running a major college football program is a marathon. Turnover among assistants (losing 2 offensive coordinators and a defensive coordinator since 2023) and unclear accountability for losses suggest the organizational backbone may be weaker than the headlines imply.

As the “Coach Prime Effect” spreads and grows with time, the critics are only getting louder. How many more days at a time can the Colorado fan base and media take it? On the surface, one day at a time is straightforward. Behind it, however, it’s also a message to temper expectations while the program rebuilds. But will “just win” be enough when development and depth matter just as much as headline-grabbing?

In today’s CFB, marketing and brand notoriety are more important than they’ve been, but talent and performance are just as important. Coach Prime has brought energy, visibility, and coaching chops. But the measurable proof has yet to consistently match the narrative. If he pivots from headline-maker to culture-builder, the buzz will be validated. If not, the spectacle that lifted him could become the weight that pulls the program back.

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