The Denver Gazette sports business insider is a reader’s guide to understanding the influence of money, politics and power behind their favorite leagues, teams and players:

Sports business insider: The University of Colorado more than doubled football ticket revenue after hiring coach Deion Sanders to lead the Buffaloes program.

Short version: CU this month released its annual NCAA revenue and expense report for the 2024 fiscal year — July 1, 2023 to July 1, 2024 — during the Buffs’ first season with Sanders as head football coach.

The report details university revenue generated by football ticket sales. Here is the comparison between the 2024 report and 2023 report (with Karl Dorrell as head coach) at Colorado.

—2023: $13,021,995

—2024: $31,216,539

CU increased football ticket revenue by $18,194,544 in the first season with Coach Prime.

Long version: There is a clear link between Sanders and economic boom. A 2023 study by Visit Boulder estimated $72.1 million from “direct spending by visitors” related to CU home football games.

Increased ticket revenue is predictable after the football program sold out its entire season for the first time in school history. The same goes for alcohol consumption, too, with Folsom Field nearly doubling beer sales between 2022 and 2023.

The team’s on-field success last season also benefited Sanders financially. His contract performance bonuses totaled at least $600,000.

Key context: Sanders is speculated to be an NFL head coaching candidate, specifically to fill the Dallas Cowboys vacancy. His current contract buyout is $8 million if he leaves CU on/before Dec. 31, 2025. Will Cowboys owner Jerry Jones or other NFL front offices be willing to foot that bill to hire Sanders?

Looking ahead: Extension talks between CU and Sanders are likely active with NFL interest only heightening demand for Coach Prime. His current deal runs through 2027. Athletic director Rick George will seek a long-term contract — with a more significant buyout — to keep Sanders in Boulder. However, the longer it takes to get done, the more feasible it becomes that Sanders leaves for the NFL.