The University of Colorado has extended Deion Sanders’s contract as head football coach through to the end of the 2029 season, effectively ending talk that he might be tempted to join the NFL ranks.

CU athletic director Rick George announced the extension, which follows a transformational two years for the Buffaloes under the leadership of ‘Coach Prime’, who took the Colorado job after previously bing instrumental in helping to turn around the fortunes of HBCU institution Jackson State.

With son Shedeur and two-way sensation — and now Heisman Trophy winner — Travis Hunter joining him in the move from Jackson, Sanders orchestrated one of the biggest turnarounds in college football history, inheriting a team that went 1-11 and leading it to nine wins and a bowl berth in just two seasons. The Buffaloes are now one of the most-watched teams, not just in college football, but all sports, attracting over 54 million viewers throughout the 2024 season — including eight million who tuned in to watch CU take on BYU in the Alamo Bowl, creating the highest viewership in the 32-year history of the event.

“Coach Prime has revolutionised college football and, in doing so, has restored CU football to our rightful place as a national power,” George noted. “This extension not only recognises Coach’s incredible accomplishments in transforming our programme on and off the field, but keeps him in Boulder to compete for conference and national championships in the years to come.”

The extension increases Sanders’ yearly base salary to $10m in 2025, making him the highest-paid football coach in the Big 12 and among the top 10 highest-paid head football coaches in the country. CU Boulder, however, is a non-profit, public institution, and no tuition or state funding dollars are being utilised in his contract, with the extension being paid for exclusively from the Athletic Department budget, which comprises media rights, ticket and merchandise sales, donations and sponsorships.

“I’m excited for the opportunity to continue building something special here at Colorado,” Sanders said. “We’ve just scratched the surface of what this programme can be. It’s not just about football; it’s about developing young men who are ready to take on the world. I’m committed to bringing greatness to this university, on and off the field. We’ve got work to do, and I wouldn’t want to be anywhere else but here, making history with these incredible players and this passionate fan base. Lastly, anybody got at least a five-bedroom home with acreage for sale?”

Coach Prime’s impact on the university and Boulder community has been remarkable, with applications to attend CU Boulder increasing by 20 percent from a year ago, including an 18 percent increase in applications from out-of-state. Applications from prospective students who identify as Black/African-American have increased by 50.5 percent and applications from prospective students who identify as non-white increased by 29.3 percent.

Meanwhile, CU sold out all but two home games during the 2024 season, marking the first time the Buffs have sold out four or more games in back-to-back seasons since 1995-96. This past season, home football games brought a combined $93.9 million in direct economic impact to the City of Boulder and $146.5 million in total regional economic impact.

Under Sanders’ leadership, the football team has also been excellent in the classroom, posting its best term GPA in program history last fall semester with a mark of 3.011, the first time in programme history they’ve recorded above a GPA of 3.0.

“CU Boulder is one of the most innovative campuses in the country, so it’s only natural and appropriate that we have the most innovative coach as well,” chancellor Justin Schwartz emphasised. “Coach Prime has done a masterful job transforming CU Boulder’s football programme into the must-watch matchup nationwide, week after week, and I’m excited to see what the team will accomplish under his leadership in the next five years.

“He is also committed to a programme with the highest level of integrity that emphasises our student-athletes’ academic performance and helps them achieve their post-football career goals.”

Sanders has repeatedly been linked to the Dallas Cowboys by the NFL rumour mill and, as a former player under owner Jerry Jones, maintains a close relationship with the franchise. The more fanciful stories had both Coach and Shedeur winding up in Big D ahead of the 2025 NFL campaign but, with the latest developments, it would appear that neither will be wearing the famous star logo any time soon.