The University of Colorado achieved $38.4 million in revenue from football ticket sales during the 2023-24 season, marking Deion Sanders’ debut as head coach, according to the school’s financial disclosures submitted to the NCAA this week.
This figure is nearly three times higher than the previous year’s football ticket sales of $13 million, likely positioning Colorado near the top 10 among public FBS schools for this revenue category in FY23. In the 2022-23 year, Colorado was ranked 31st among public FBS institutions, based on data from Sportico’s college sports finances database.
Hired in December 2022 to succeed Karl Dorrell, who was dismissed during his third consecutive losing season, Sanders immediately transformed the historically struggling Pac-12 team into a focal point of enthusiasm in the Rocky Mountains and a nationwide phenomenon.
Though the Buffaloes started the season strong with three consecutive victories and ascended to No. 19 in the AP poll, they eventually ended the season with a record of 4-8 after suffering six straight losses. Nonetheless, the appeal of the Deion Sanders spectacle remained strong.
Beyond the surge in ticket sales, the university also experienced a significant increase in revenue from the sale of football programs, merchandise, parking, and concessions, which collectively brought in $2.9 million in FY24 compared to $1.5 million the previous year.
Concurrently, CU reported a rise in football-related operating expenses, escalating from $35 million in FY23 to $38.5 million in the last year; this increase is largely due to higher compensation for coaches and support staff, as well as severance payments to former personnel.
Sanders, who has reportedly been approached by the Dallas Cowboys regarding their head coaching position, led Colorado to a 9-4 record this year following its return to the Big 12 Conference. Last month, the team faced a defeat against BYU in the Alamo Bowl. Sanders’ contract is set to run through January 2028, and if he were to leave before that, it would incur an $8 million buyout as of the start of this year.
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