The University of Colorado invested around $49,000 per point into this year’s Rocky Mountain Showdown in 2022, while Colorado State spent over $73,500.
Evan Semón Photography between the University of Colorado and Colorado State University registered a million more viewers than the peak audience of any other football game that weekend. Chalk it up to CSU putting Coach Deion Sanders's ranked squad on the ropes and forcing the heavily favored team to need double overtime to seal the win — an ultimately providing more evidence of what’s been dubbed the “Prime Effect” following the NFL legend's highly anticipated arrival in Boulder.
Sanders ran with the comments, mentioning them repeatedly in social media videos capturing the moment to promote his sunglasses partnership with Blenders Eyewear, which has so far netted him over $1.2 million in pre-order sales since hitting online shelves on September 15. In 2022, CU’s football program ran a $22.9 million surplus, while CSU’s football program ran an $11.7 million deficit, the report notes. Neither school’s overall athletics program generates more revenue than expenses, however. At CU, the athletics program ran at a $13 million deficit, while CSU athletics recorded a $28.2 million deficit.
All of these have a strong shot to be up for CU in 2023, with the school already selling out all of this year's home games for the first time in history. Sellouts generate more revenue for the school, which CU will need after committing $29.5 million to Sanders's contract over the next five years. At the time he was hired, CU Athletic Director Rick George admitted the university didn’t really have the funds to give Coach Prime what it had promised.
Before the season even started, Coach Prime and the school had each made nearly $70,000 off such merch.
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