BOULDER, Col. — Deion Sanders does not need to coach football.
It’s true. He doesn’t. He has money in the bank and did long before he signed his current $6-million-per-year contract with the University of Colorado. If he wanted, he could go back to being a television analyst. He could write another book. He could star in another reality show. He could do like every other living sports legend and cash in on memorabilia shows every weekend, signing Falcons, Niners, Cowboys, Braves and Yankees jerseys, one of his six Sports Illustrated covers or maybe one of the CDs recorded with MC Hammer back in the day.
But instead, he has chosen to keep plowing on what is perhaps the most difficult and certainly the most nonstop round-the-clock-and-calendar job in collegiate athletics, the head coach of a publicly backed state flagship FBS Power 5 university football program.
“People ask me all the time, ‘How you doing, man?’ and my answer is simple,” the 56-year old College Football Hall of Famer explains. “I’m doing great. I just ain’t sleeping because in this job there’s no time for sleep.”
In only one month on the sidelines at Colorado, Sanders has not only served as de facto CEO of a nearly $51 million corporation (that was prior to his arrival, the 2023 numbers will be much larger than that) he has become the front porch salesman of a $21 billion university, been involved in one very public spat with a rival coach (and nearly pushed into another), spurred an almost 900 percent increase in Buffaloes merchandise sales and generated the highest college football TV ratings for ABC in six years.
Call him Prime Time. Call him Neon Deion. Call him Coach Prime. No matter what nickname you prefer, monikers and catch phrases on t-shirts (Sanders applied for five trademarks just this week) have all become little more than garnish for this latest iteration of the man who electrified Florida State as a three-sport athlete in the 1980’s and put the same charge into the NFL and MLB in the ’90s. Now, nearly two decades after hanging up his cleats for good, he is the face of college football in 2023. The man who could have cashed in on NIL like perhaps no other before or since. The man who could have teleported onto any roster of his choosing via the transfer portal. Now, he is the man who is helping today’s kids navigate it all. Prime Time at exactly the right time.
Oh, by the way, his team is also 3-1. Even with a completely overhauled roster, that is a miraculous about-face for a program that won only one game and was ESPN’s runaway Bottom 10 champion one year ago. However, after a stunning 3-0 start, that “1” was dropped like an anvil on Wile E. Coyote’s head last weekend. A 42-6 loss at Oregon immediately herded the Buffs out of the Top 25 and brought in those who have been barking at Sanders since the days of big hair and Zubaz.
“When I came out the womb I was booed,” Sanders said Tuesday when asked how he deals with haters. “I don’t have a message for detractors. I don’t take my time to respond and to defend myself. Why would I do that? I’m giving you a microphone if I’m doing that. I’m giving you solace that you’re in my life. I don’t care. I really don’t. It’s been that way all my life, so you would think that I’m used to it. I’m not new to this, I’m true to this. And I’m going to keep going. So, I’m good with that, man. I’m good with that. This is a comfortable place for me.”
Now, for you youngsters out there, it feels like you’re owed an explanation. You have likely spent the last month, at the very least that last quote, wondering, “Why are my parents and grandparents so worked up — good and bad — about this dude coaching at Colorado?”
The answer can be found a few paragraphs ago. Sanders as a Seminole was the guy who stood face mask to face mask with Jimmy Johnson’s Miami Hurricanes and didn’t blink. He once dug in his heels at the base of Clemson’s Hill like Captain America facing the entire Thanos army, slapping his chest pad and taunting the Tigers as they touched Howard’s Rock and ran toward him…then broke off a 77-yard punt return for a TD in torrential rain. He won conference championships in baseball and track on the same day.
He played in the Super Bowl and the World Series, the only man to do so. He collected two Super Bowl rings, eight Pro Bowl invites and an NFL Defensive Player of the Year award. He did indeed record an album with MC Hammer (download “Must Be The Money,” trust me) and made cameos on everything from Moesha to Walker, Texas Ranger. He was the voice of Sega Genesis football. And everyone’s Sunday evening on the couch was spent watching a show that shared his name, NFL Prime Time, on ESPN when Chris Berman and Tom Jackson would narrate the video of every Sanders interception, pick-six, kick return and TD catch (yes, he played both ways from time to time) with a chant of “Prime Time…Prime Time…PRIME TIME!”
So, yeah, Gen Z, what your elders are trying to tell you, whether they are high stepping through the living room or pointing a middle finger at College GameDay in Boulder, is that Deion Sanders somehow went viral before the internet was a thing, when that term still only applied to diseases.
But now, Sanders finds himself battling his own medical conditions. His toes were already mangled from all those years running up and down sidelines and baselines. In September 2021, after a routine procedure to fix those old injuries, a much worse condition was discovered, circulation problems that led to the amputation of two toes and the removal of some leg muscle tissue to limit the circulation damage. He had just started his second season as head coach at Jackson State, an HBCU in Jackson, Mississippi, and was forced to miss three games. When TV cameras aired the images of a suddenly old-looking Neon Deion, stuck in a hospital bed with a full gray beard, it was downright shocking to those who had witnessed him at the height of his athletic superpowers.
For Sanders, it was also revelatory.
“When your body breaks down, it is a reality check like no other,” he recalled in December 2022, days after accepting the Colorado job. “For anyone, it is a reality check. But for me, who as a younger man made my whole world from what this body could do, that was more than a reality check. That was a vulnerability check. As you get older, you know you have to rely more on the muscle of the mind, but when your other muscles don’t work for you anymore, the need to work that mind muscle, you realize you need to get on with that. Start impacting lives with that.”
That he had taken the job at Jackson State was already a step no one saw coming, explained by Sanders only as “a collect call from God of which I had no choice but to accept the charges.” His first Tigers team went 3-2 in the pandemic-shortened spring schedule of 2021. The next two years it went 23-3 with a pair of Celebration Bowl appearances.
“What I will always remember about Deion at Jackson State is him out there cutting the grass on his own lawn mower that he brought from home,” recalls Emmitt Smith, who played against Sanders in college as a Florida Gator and with him as a Dallas Cowboys teammate. “That’s him, man. I think it is easy to focus on Prime Time and the show and the soundbites, but you don’t get to where he has been without working so hard. I know what people saw him do at an HBCU made people think, should I have gone there? I know I did. And I know Deion did. Now new kids will.”
Smith, and nearly every other former teammate of No. 21, love to talk about the Deion Sanders evolution. See: The infamous story about Sanders when he arrived in Dallas in 1995, as described by Jeff Pearlman in his 2008 book “Boys Will Be Boys.” Sanders frustrated defensive coordinator Dave Campo their very first time together in a position meeting room by pointing to the video screen and saying, “Hey, Coach, I got that dude right there. Wherever he goes, I go. All that Cover 2 stuff you’re talking about, y’all work that out.”
That guy who was once allergic to film study, now keeps real-time spreadsheets on how much time his players spend watching film. He explained that on Tuesday, within the context of a question about freshman corner Cormani McClain’s lack of playing time, despite being Colorado’s most-ballyhooed offseason signee, a five-star prospect who flipped from Miami.
“Study and prepare. Be on time for meetings, show up to the dern meetings,” Sanders said. ‘Understand the scheme. Understand what we are doing as a scheme, want to play this game, desire to play this game, desire to be the best in this game, at practice, in the film room and on your own time. You do know I check film time from each player so I can see who’s preparing? That’s not just about Cormani. If I don’t see that, you would be a fool to put somebody out there who’s not prepared. Can’t do it, won’t do it.”
Again, it’s Sanders, so social media and local sports talk radio immediately became a tug of war between those ripping the coach for calling a kid out publicly (and not for the first time) and those who applauded Sanders for calling out a five-star and doing so without fear of alienating potential future signees.
The reality is McClain might have to play against No. 8 USC on Saturday because Colorado’s secondary is banged up. The latest to suffer is also a Sanders. The middle of Deion’s five children, safety Shilo Sanders had to be hospitalized due to urinating blood upon the team’s return home from Oregon. Younger brother Shedeur is the team’s quarterback, little sister Shelomi is on the Colorado women’s basketball team, and they are all documented by big brother Deion Jr., the man behind the camera of all those viral Colorado athletic department social media posts this season.
“Even though we got the ‘L’ (against Oregon) I don’t consider it a loss when I get to watch my sons not only play on the field, I get to watch my son film everything and edit it and put it out and make people insecure around the country about their staffs, and then I get to see my daughter come in my office and take a nap on the couch,” Sanders said Tuesday. “I’m living a wonderful double life here as a father and coach. I’m loving every minute of it.”
So, what does a 56-year-old lifelong lightning rod teach to a house and locker room full of Gen Z’ers who are new to all the noise that continuously rolls over Colorado football like, well, a boulder? It’s the luxury tax one must pay when they become the new Georgetown Hoyas, Fab Five or — sorry FSU fans — The U.
“It’s not about them, it’s about us, everywhere we go,” he explained Tuesday. “Even in your families you’re going to have detractors, naysayers, you have doubters even in your dern family. You guys are all shaking your heads, like, ‘Yeah, my aunt, she ain’t no good,’ and, ‘Yeah, my sister, she’s ignorant.’ You know I’m telling the truth. Because it’s going to be like that. God would always allow somebody to be in your path that has a disdain or dislike for you. It’s up to you to keep going.”
And there it is. Our answer. Because, no, Deion Sanders does not need to coach football. Honestly, Prime Time wouldn’t have wanted to. He wasn’t patient enough. We learned that during some of his pre-coaching educational and business failings.
But this is Coach Prime. The one with the grey hairs, the bad feet, the constant cautionary tales and all those catch phrases. Neon Deion made mistakes. Coach Prime wants to make sure these kids, especially his own, don’t do the same. You can love Deion Sanders. You can hate Deion Sanders. Plenty do, always have and always will. But his efforts are inarguably admirable, his words are always honest and the college football world is a hell of a lot more interesting with him in it. He knows that. That’s why he can’t walk away.
Also, winning football games is still fun.
“I don’t stop. I keep going. I don’t have stop in me. Not whatsoever, man.”
The Toronto Blue Jays and free agent outfielder Anthony Santander have agreed to a five-year deal that is worth more than $90 million, sources told ESPN’s Jeff Passan on Monday.
The switch-hitting Santander, 30, hit .235 for the Baltimore Orioles in 2024 but set career-highs with 44 home runs, 102 RBIs and 91 runs scored.
He spent his first eight MLB seasons with the Orioles, hitting 155 home runs with a .246 batting average.
MLB Network first reported Santander had reached an agreement with the Blue Jays.
ATLANTA — Rocco Spindler still remembers the feeling that permeated the air in South Bend, Indiana, during late November in 2021.
The Notre Dame offensive lineman — then a freshman — and his teammates had just finished an 11-1 season only to be hit with the news that their head coach, Brian Kelly, was leaving for LSU while they still had an outside shot at making the College Football Playoff.
“There was a lot of uncertainty that whole week,” Spindler said. “We didn’t know who else was leaving, who else was staying.”
As November turned into December, Spindler and the rest of the team found themselves grasping for any semblance of familiarity or comfort. In Marcus Freeman, they found it.
“He was the one guy we all gravitated toward,” Spindler said of the Irish’s then-first-year defensive coordinator.
Naturally, the players who had seen what Freeman could do, who had been coached by him and felt his impact on their game, viewed the idea of Freeman succeeding Kelly as a no-brainer and campaigned for it.
“It was hectic,” said defensive lineman Howard Cross III. “But immediately everybody was like, ‘Why doesn’t Coach Freeman just be the head coach?’ Everybody agreed.”
“Seeing his ability to lead and how he handles certain situations was all we needed,” said defensive lineman Rylie Mills. “I think we all kind of knew what he was capable of.”
The players’ preference was no secret. Spindler remembers upperclassmen who would not be there the following season expressing their desire for Freeman to take over. It didn’t take long for them to get their wish.
The video of the team’s reaction to Freeman’s hiring immediately became a touchpoint for the program’s decision. It wasn’t about hiring anyone connected to Notre Dame. As the caption “player’s coach” alongside the footage of Freeman being mobbed by his players showed, the decision had the potential to start a new era for the program.
“It was absolutely risky to hire somebody at a place like Notre Dame who doesn’t have a track record as a head coach, but he won the job,” former Notre Dame athletic director Jack Swarbrick, who hired Freeman, told ESPN. “We had plenty of really attractive candidates, but based on my experience with him, based on what the players told me, and based on a really excellent interview, he distinguished himself.”
In the three years since that moment, Freeman has built on that foundation, showing himself not only to be the right person for the job, but also being able to channel his approach into leading Notre Dame here, one game away from its first national championship since 1988.
“We were so excited [in 2021], but it was trust beyond knowing,” Mills said. “Now, he’s taken it to a whole other level.”
Here is a glimpse into some of the moments that make Freeman, the coach.
‘He would be the guy to always bring the juice’
Freeman’s first shot at a Division I coordinator job came at Cincinnati, where then-head coach Luke Fickell hired Freeman to be his defensive coordinator. Freeman was only 30 years old, but it didn’t take long for him to find his footing with a group that had won just four games the year prior.
“He came in and immediately made a first impression on us,” said former Cincinnati defensive lineman Kimoni Fitz. “We were trying to find ourselves and restart the culture with the new staff, and he made it easy.”
It helped that the results materialized quickly. Freeman’s defense led the AAC in rushing defense, scoring defense and total defense, and it ranked among the top 15 in FBS in all three categories.
According to Fitz, as the defense improved over the season, Freeman would get with the Bearcats’ video team and cut up a highlight reel of their best plays from the previous game and show it to the defense as a way of motivation.
“We would already envision ourselves making the plays,” Fitz said.
Then, as Miami’s turnover belt became an object of fascination in the sport, Freeman instituted the “turnover dunk,” where players who created the turnover would dunk the ball on a small rim.
“He was such a high-energy guy,” Fitz said. “If we came to practice without any juice that day, he would be the guy to always bring the juice, and we would live off that and play off that.”
Freeman was also able to draw from his playing experience — Freeman had been a linebacker drafted by the Chicago Bears in the fifth round in 2009 — to get the most out of his players, a trait that kept resurfacing as Freeman was rising.
“He wasn’t ever too big for anybody,” Fitz said. “Because he was a former player, he knew what it takes and he knew what we actually went through every day and respected that. You wanted to play hard for him.”
‘The head coach is telling me he believes in me’
Irish running back Jadarian Price won’t soon forget getting called into Freeman’s office. After a fall camp practice, Freeman pulled the junior aside and flipped on some film from practice. Freeman was neither interested in praising Price nor scolding him. He instead wanted to challenge him.
“He was like, ‘I really believe, and we all believe, that you can make plays like this,'” Price recalled Freeman saying. “We know that you can break away and run, but I want to see you strap up and break through the line.”
Price first took the challenge as a negative criticism, but when he thought about it more, he was able to see what Freeman was doing, not just for him but for all the other players on the team he was challenging.
“The head coach is telling me he believes in me, and he thinks I could do this better,” Price said. “It was a great thing to have. If the coaches are quiet, it’s not such a good thing, but if they’re telling you something, it’s a good thing.”
As Freeman has attempted to get the most out of this particular team, players have become accustomed to his coaching style.
“A lot of people say he’s a great coach. No one really truly understands and experiences that [like us],” Price said. “How he is behind the scenes at his meetings, the way he speaks, his attentiveness, his involvement with every player. I think that’s really rare, him not just being the CEO of the program, but the coach who steps in and figures out a way to make every player better and get to know every player.”
Talk to any Notre Dame player, and they’ll harp on a similar thing: how easy it is to play for Freeman because of who he is and what he does, not just on the field, but off of it.
“He has a relationship with every single person on his team of how that person needs to be interacted with and motivated,” said kicker Mitch Jeter.
Linebacker Jack Kiser perhaps knows this as well as anyone on Notre Dame’s roster. Kiser has been at the program since 2019 and was coached by Freeman as a defensive coordinator in 2021. The list of challenges and motivation, constructive criticism and praise that Kiser has received from Freeman is long, but what sticks out to Kiser the most is how Freeman has been consistent through it all.
“You don’t talk to him and walk away feeling like he just lied to you or he was someone different,” Kiser said. “He’s just a very authentic, genuine person, and I think you see that on the sideline, too. You see his raw emotion come out. You see the way he processes things. He’s not able to hide some of his emotions, and that just goes to show that he really cares about us players and he cares about this place, this program.”
‘The right guy at the right time for Notre Dame’
“What was a place-kicker who had spent most of his time in the Carolinas doing here?”
That’s what Jeter, covered in as many layers as possible, thought to himself as he walked across the Notre Dame campus on a day when the temperature dipped well below freezing. The South Carolina transfer had recently arrived on campus and was experiencing a bit of culture shock. Freeman didn’t exactly coddle him.
“He really instilled in me that you come to Notre Dame to choose hard,” Jeter said with a smile. “Even if that is the weather or the class schedule or the football.”
Although Freeman said he didn’t follow Notre Dame football much before he was hired in 2021, the way that he has embraced the program’s history has stood out to players. Offensive lineman Aamil Wagner recalled a meeting earlier this season where they discussed the 1988 Notre Dame team, the last Irish team to win a national title, and tried to gather inspiration from it.
“All season he has gotten us so invested in the concept of going after team glory,” Wagner said. “Everyone remembers that 1988 team and how they got the crown jewel of the sport. We know what came before us, but we want to chart our own path.”
“He tells us all the time to be misfits,” Price said. “That seems like an unusual word for Notre Dame, but people like me, I’m not Catholic myself, I’m from Texas. I didn’t grow up thinking I would be at Notre Dame, and look, we have a minority head coach at Notre Dame. So it makes you feel a lot more comfortable as a player and just being led by someone who doesn’t care what the world thinks and stands by themselves.”
Whether it’s bringing transfers into the fold seamlessly or reinstituting pregame mass for the program, Freeman — who is the first Black and Asian coach to be in the title game — has struck a deft touch between utilizing Notre Dame’s tradition and history to bring the Irish together.
“He has completely embraced the University of Notre Dame and the University of Notre Dame has fully embraced him,” said offensive coordinator Mike Denbrock.
Said defensive coordinator Al Golden: “Marcus is the right guy at the right time for Notre Dame.”
‘Every week is now a playoff game’
The game that kept Notre Dame from heading into the title game with an undefeated record is also the one that likely allowed them to reach the championship. That particular thesis about the Irish’s shocking loss to Northern Illinois in September has now become folklore for this year’s players and coaches, in large part due to the way they say Freeman handled the defeat.
“After the NIU loss, a lot of coaches may scream and yell, and I’ve been in the building before where that’s happened,” Mills said. “But he wasn’t doing that.”
“The mood of the team and the feeling around the team always comes from the top down,” Denbrock said. “His ability to compartmentalize it a little bit, to analyze it, to kind of be willing to be vulnerable, us as a coaching staff, him as the leader of the program, and look at the things that we felt like we really needed to fix.”
Freeman, like he had done at Cincinnati, turned to a video, this time not of anything related to football, but of a high school hurdler who was tripped up by the second hurdle in a 100-meter race. The hurdler got back up and made a comeback, qualifying for the final heat where she won and set a personal record.
“He was like, ‘This is us and this is what we can do. Every week is now a playoff game,'” Mills said. “He just brought that intensity that we knew we didn’t have with NIU, and we kept that with us the rest of the season.”
Instead of burying the loss, Freeman utilized it, and it fueled the team’s dominance the rest of the season.
“He’s big about remembering the scars in the past. He’s always mentioning the scars and the troubles and the adversity, how to handle success,” Price said. “Even when we have success, even when we beat big teams like Penn State, Georgia, he always refers back to the past. Remember how you felt at this moment. That’s going to give us motivation.”
When the Irish faced off against USC in the last week of the regular season and headed into halftime tied with the Trojans — the first time since NIU they hadn’t had a halftime lead — they were able to remember their shortcomings, come out of the locker room and not let it happen again, outscoring the Trojans 35-21 in the second half. After the game, no one was shy about remembering exactly how many days it had been since that fateful NIU loss.
“To see where we were 84 days ago to where we’re at now, it’s a testament to trust and the decisions of those guys in that locker room,” Freeman said then. “This is what it’s all about, man. It’s the journey.”
‘One of us’
As the clock struck midnight in Miami on Friday Jan.10, Notre Dame players were celebrating their Orange Bowl victory over Penn State in the locker room when suddenly, Kiser made an announcement: It was Freeman’s birthday.
After congratulating him and singing happy birthday, the Irish players took the opportunity to poke fun at their head coach.
“Someone said he was turning 39,” defensive lineman Junior Tuihalamaka said. “We were all like ‘S—, Coach, you’re old’.”
Tuihalamaka laughs now thinking of the moment, while acknowledging the reality that underscores the barb: Freeman is one of the five youngest coaches in FBS.
“When he recruited me as a defensive coach, I felt the vibe and the chemistry I had with him right off the bat,” Tuihalamaka said. “He felt like an older brother and still feels kind of like an older brother.”
And while age does nothing to determine a win-loss record, to hear Notre Dame players talk about it, Freeman’s youth and the way he carries himself is a monumental part of his magnetism.
“Freeman is very personal and player-focused,” Cross said. “Kelly was a strategist. Coach Freeman is a players’ coach.”
Whether it’s letting players decide on the practice playlists and, as Prince put it, “vibing with us,” or making an effort to be invested in players’ lives outside of the sport, Freeman has struck the ideal balance between coach, mentor and friend.
“Everywhere he goes, he’s one of us,” said quarterback Riley Leonard. “You’ll see him [in Atlanta], he’s just wearing a jumpsuit, chilling with the boys, hanging out for media day. Then he knows how to flip the switch.”
“He understands us on a level that other coaches probably wouldn’t understand us on,” running back Jeremiyah Love said. “We love him. We respect him. We want to make him look good. He wants to make us look good.”
Notre Dame looks better than it has in a long time, and at the crux of it all is this symbiotic relationship between Freeman and the players. What started back in 2021 as a decision that had an entire team jumping up and down with Freeman as he was promoted to be their head coach has turned into one of the best runs the Irish have had in recent memory.
“I think the special thing about that video is he’s the defensive coordinator, and yet if you look, the whole offense was ecstatic when he walked through that door,” Kiser said. “Everyone believed in him then, and everyone believes in him now.”
ATLANTA — No major decisions were made regarding the future format of the 12-team College Football Playoff on Sunday, but “tweaks” to the 2025 season haven’t been ruled out, CFP executive director Rich Clark said.
Sunday’s annual meeting of the FBS commissioners and the presidents and chancellors who control the playoff wasn’t expected to produce any immediate course of action, but it was the first time that people with the power to change the playoff met in person to begin a review of the historic expanded bracket.
Clark said the group talked about “a lot of really important issues,” but the meeting at the Signia by Hilton set the stage for bigger decisions that need to be made “very soon.”
Commissioners would have to unanimously agree upon any changes to the 12-team format to implement them for the 2025 season.
“I would say it’s possible, but I don’t know if it’s going to happen or not,” Clark said on the eve of the College Football Playoff National Championship game between Ohio State and Notre Dame. “There’s probably some things that could happen in short order that might be tweaks to the 2025 season, but we haven’t determined that yet.”
A source with knowledge of the conversations said nobody at this time was pushing hard for a 14-team bracket, and there wasn’t an in-depth discussion of the seeding process, but talks were held about the value of having the four highest-ranked conference champions earn first-round byes.
Ultimately, the 11 presidents and chancellors who comprise the CFP’s board of managers will vote on any changes, and some university leaders said they liked rewarding those conference champions with byes because of the emphasis it placed on conference title games.
Mississippi State president Mark Keenum, the chair of the board of managers, said they didn’t talk about “what-ifs,” but they have tasked the commissioners to produce a plan for future governance and the format for 2026 and beyond.
Starting in 2026, any changes will no longer require unanimous approval, and the Big Ten and the SEC will have the bulk of control over the format — a power that was granted during the past CFP contract negotiation. The commissioners will again meet in person at their annual April meeting in Las Colinas, Texas, and the presidents and chancellors will have a videoconference or phone call on May 6.
“We’re extremely happy with where we are now,” Keenum said. “We’re looking towards the new contract, which is already in place with ESPN, our media provider, for the next six years through 2032. We’ve got to make that transition from the current structure that we’re in to the new structure we’ll have.”
Following Sunday’s meeting, sources continued to express skepticism that there will be unanimous agreement to make any significant changes for the 2025 season, but a more thorough review will continue in the following months.
“The commissioners and our athletic director from Notre Dame will look at everything across the board,” Clark said. “We’re going to tee them up so that they could really have a thorough look at the playoff looking back after this championship game is done … and then look back and figure out what is it that we need.”