Deion Sanders has been much scrutinized for supposedly caring more about clicks than wins, but that statement is only half true. Yes, he’s leaning into the spotlight, building his program through social media attention and national buzz.
But at the same time, he’s also locked in on results, and his previous season shows he’s not ignoring the win column.
Colorado Athletic Director Rick George backed him up, saying clicks aren’t a distraction. Rather, they’re part of modern college sports and a way to support student-athletes, which CU pays attention to.
In today’s game, visibility translates to opportunity, and George believes Sanders is excelling in both.
Rick George on Deion Sanders’ Impact With Clicks
George explained that Deion Sanders is doing a great job getting attention for his program and creating the kind of visibility that helps players long after they leave Boulder. He pointed out that without exposure, athletes struggle to reach the next level, and Sanders has completely changed that dynamic.
“When you have that kind of exposure, it helps your brand. And we’re telling our student athletes, all of them in all of our sports, utilize the platforms that we have because it’s really important for you to elevate your brand,” George said.
He also highlighted how much the media presence has grown since Sanders took over. “Because we’re being seen by TikTok, Instagram, X, YouTube, and all these different mediums that when Coach Prime came, we were doing okay.” But the difference now is undeniable. Sanders has elevated Colorado’s profile to a level the school hadn’t seen in years.
The Colorado Buffaloes’ Instagram grew from about 64,000 followers in late 2022 to over 1.1 million followers in August 2025. The overall followers of the Buffs’ social media across all platforms have increased by 10-fold since Coach Prime’s arrival.
George credited what he calls “the Prime effect,” saying, “But now we’re really at the top level of that visibility is really important. It gives you different opportunities and different options as you move forward. That’s the prime effect right there.”
For George, this isn’t just about hype, but rather about giving players tools to build their personal brands, land NIL deals, and position themselves for professional opportunities.
Exposure doesn’t guarantee wins, but it does give athletes a platform to showcase their skills to the world. Sanders has leaned into that reality and turned Colorado into one of the most talked-about programs in the country. After all CU was the only school that was on every major network in the 2024 season.
According to George, that balance between clicks and competition is exactly what makes Coach Prime’s approach effective.
Also Read: Colorado AD Rick George Was Once a CB Like Deion Sanders