Colorado Buffaloes ready for ‘Prime Time,’ hire Deion Sanders as coach

AP photo by Rogelio V. Solis / Jackson State football coach Deion Sanders watches as the Tigers warm up for the SWAC title game against visiting Southern University on Saturday in Mississippi. After coaching Jackson State to a win, Sanders told the team he is leaving to take over at Colorado.

BOULDER, Colo. — Deion Sanders is taking over as head coach at the University of Colorado, bringing his charisma and larger than life persona to a beleaguered Pac-12 program that has plunged to the bottom of college football.

The deal was announced Saturday night by Buffaloes athletic director Rick George.

Since 2020, the Pro Football Hall of Famer has been at Jackson State, a historically Black university in Mississippi's state capital that competes in the Football Championship Subdivision, the second tier of NCAA Division I. Sanders has guided the Tigers to consecutive Southwestern Athletic Conference titles.

The Tigers beat visiting Southern in the SWAC championship game Saturday, and a few hours later, Colorado announced he was coming to Boulder.

Sanders told his team after the game he had accepted another job but intends to coach Jackson State (12-0) when the Tigers face Mid-Eastern Athletic Conference champion North Carolina Central (9-2) in the Celebration Bowl on Dec. 17 at Atlanta's Mercedes-Benz Stadium.

"In coaching, you either get elevated or you get terminated," Sanders told his team. "There ain't no graveyard for coaches where they die at the place. They're either going to run you off, or you're going to walk off."

Sanders talked about the dearth of Black head coaches at the highest levels of college football and trying to be a catalyst for change as he takes over a Power Five conference program.

"It's not about a bag," Sanders said. "It's about an opportunity."

The Tigers went 27-5 in the Sanders era, and he was named SWAC coach of the year the past two seasons.

Known as "Prime Time" during his high-stepping, playmaking NFL career, the 55-year-old Sanders prefers "Coach Prime" these days. Colorado will prove a challenge for the magnetic Sanders, who inherits a program coming off a 1-11 season, but he brings instant name recognition and a track record of being able to recruit top-level talent.

"There were a number of highly qualified and impressive candidates interested in becoming the next head football coach at Colorado, but none of them had the pedigree, the knowledge and the ability to connect with student-athletes like Deion Sanders," George said in a release. "Not only will Coach Prime energize our fanbase, I'm confident that he will lead our program back to national prominence while leading a team of high quality and high character."

The Buffaloes have turned in just one full-length winning season since joining the Pac-12 in 2011. They dismissed Karl Dorrell in October, and interim coach Mike Sanford finished out the season that culminated with a 63-21 blowout loss to No. 12 Utah at home.

Colorado is a long way from its glory days under College Football Hall of Fame coach Bill McCartney, who led the team to a national championship in the 1990 season.

While the program is trying to build up its name, image and likeness portfolio, establishing the Buffs4Life Foundation to help out student-athletes, in recent days several Colorado players have announced their intention of entering the NCAA transfer portal.

Sanders figures to bring a few players along with him — possibly even his son, quarterback Shedeur Sanders, a 6-foot-2 215-pound sophomore at Jackson State who has thrown 36 touchdown passes and six interceptions this season.

Deion Sanders was an All-American at Florida State before a standout NFL career with five teams, including the San Francisco 49ers and Dallas Cowboys, winning a Super Bowl with each. He also played nine MLB seasons and reached the 1992 World Series with the Atlanta Braves, also playing for that city's Falcons to begin his NFL career.

Over the years, Sanders has been an analyst and a star of reality TV shows and commercials, including Aflac insurance spots with Alabama coach Nick Saban.

Jackson State hired Sanders in September 2020 after he coached his sons at a fledgling Texas high school that was fraught with problem. After moving to Jackson State, Sanders called the fit "a match made in heaven," and he quickly lifted the school.

The success of Jackson State was significant as it made a program that has produced Hall of Famers such as Lem Barney, Robert Brazile, Walter Payton and Jackie Slater relevant again in the HBCU (Historically Black Colleges and Universities) scene, and Sanders was determined to keep it that way.

The arrival of Sanders raised Jackson State's visibility. The Tigers were on the cover of Sports Illustrated in July — a feature on how Sanders rebuilt the program — and ESPN's "College GameDay" paid a visit to campus in October. Sanders also appeared on "60 Minutes" in a profile story.

Jackson State athletic director Ashley Robinson said in a statement that Sanders "challenged norms and transformed mindsets of what was perceived to be possible to create new visions for success while inspiring the community and creating a spotlight on the HBCU sports and culture."

Sanders told the Tigers he was recommending to Robinson and the Jackson State administration that receivers coach T.C. Taylor be the next head coach.

Sanders has scored big on the recruiting trail, landing five-star defensive back Travis Hunter and four-star receiver Kevin Coleman for this year's squad. Sanders told the AP in an October podcast that both players chose Jackson State because he and his staff will prepare them for careers in the NFL.

"Deion Sanders' stature transcends sports, and his hiring elevates not only the football program but the university as a whole," Philip DiStefano, Colorado's chancellor, said in a release. "This is an exciting new chapter in the long, storied history of Colorado football and I look forward to standing shoulder-to-shoulder with our students, supporters and fans to cheer on 'Coach Prime' and our student-athletes next fall."