Deion Sanders clarifies 'ATM' comments: 'We want the kids that want to come play this game first'

As the transfer portal gets ready to open and players across the country start looking for new homes, Deion Sanders shared a candid approach to how Colorado factors in NIL. He said the university is “not an ATM” as he talked about players looking for NIL money when transferring.

On his radio show this week, he clarified those remarks.

Coach Prime discussed the role of NIL collectives and how important they are to the conversation. But his point with his comments was to say NIL shouldn’t be the only reason players look at certain schools. In fact, when talking about what a program has to offer, Sanders wants to start with the Xs and Os before getting into anything else.

“The thing about it, we do need help with the collectives,” Sanders said. “We do need that because we have some kids that are really good laying this game, and they’re going to need assistance in that aspect. So we do need help with the collectives. Don’t mistake that tone, pretty much, that we don’t need it. Yes. … It’s the reality of what we’re doing, but we don’t desire the kids that only want to come for that. We want the kids that want to come to play this game first.

“Now, I want you to understand, I want to play this game, I love this university, I love what you guys present. Now, we’ve got that all the way, if there’s a business part that we want to farther go down, cool — if we get that front part out of the way. But don’t come in here talking about the front part and we haven’t even discussed how you fit into the scheme. That’s the problem that we have. Don’t put the money up front, don’t put the bag up front. Put the game up front.”

As for what Sanders thinks about talking about money first, he said he had to bite his tongue a bit. However, his mentality is simple. Playing college football, to him, should be about developing as a player while getting an education first. That said, he’s in favor of players profiting off their name, image and likeness.

When all is said and done, though, Deion Sanders said the goal is to get players to the NFL.

“God, I can’t say what I want to say, because I know it’s gonna go viral,” Sanders said. “I can’t say what I want to say. Thank you, Lord, for that. Appreciate that.

“You’re right, it sets them up [to fail] in some senses. But some kids truly need that assistance, and some kids may not. But your goal shouldn’t be to come to college to make a dollar. Your goal should be to come, educate yourself, get prepared for the next level. That’s what you’re going to have sustainability. This is going to contain you and maintain you. That is going to sustain you when you get that pro bag. So we want people focused on trying to make it to the next level and winning. Not just, ‘I’ve just got to get a bag just because.'”