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Colorado AD Rick George shows off Deion Sanders-themed jacket

ns_headshot_2024-clearby:Nick Schultz•10/13/23•

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Colorado head coach Deion Sanders with athletic director Rick George
© Ron Chenoy-USA TODAY Sports

It feels like Coach Prime is everywhere. Deion Sanders has been the talk of college football since taking over at Colorado, and he’s done everything from commercials to interviews over the first six weeks of the season as he became arguably the face of college football.

His face is also on the inside of CU athletic director Rick George’s jacket.

George, standing on the sidelines at Folsom Field, was wearing a jacket featuring Sanders’ face on the inside and the Prime logo across the collar. It’s an outfit fit for Prime Time as Colorado took on Stanford in a Friday night Pac-12 matchup.

Sanders has made Colorado a national story just one year after a 1-11 record. In addition to his success on the field, he’s starred in multiple commercials this year — including one for KFC alongside his sons, Shedeur Sanders and Shilo Sanders, through an NIL deal.

Sanders has also filed multiple trademarks for some of his iconic sayings. Just this week, he filed to trademark “GIVE ME MY THEME MUSIC,” “BULL JUNK,” “PRIME TIME BY DEION SANDERS,” “WEAR BY ERIN ANDREWS X PRIME 21” and “D B,” On3’s Pete Nakos reported. That came after Sanders filed trademarks for “Coach Prime,” “WE KEEP RECEIPTS” and “PRIME EFFECT” in the last six weeks.

Under his watch, Colorado has also been one of the biggest TV draws in college football this year. The Buffaloes played in the most-watched game of the week three straight weeks, and were the No. 2 draw in Week 1 against TCU. The biggest viewership came in week 4 when Colorado took on Oregon in a 42-6 loss in front of more than 10 million people.

Last week, they played on the Pac-12 Network, which meant they weren’t in the top 10 most-watched games of the week for the first time.

Colorado got off to a lightning-fast start to the season with a 3-0 record, but the Buffaloes suffered back-to-back losses to Oregon and USC. They got back on track last week with a victory over Arizona State and started off fast against Stanford with a touchdown on the first drive of the game.

On the next offensive possession, Shedeur Sanders found Travis Hunter for a touchdown after he put the Stanford defender in a blender with a spin move. It’s Hunter’s first game back after suffering an injury against Colorado State in Week 3, and he hasn’t missed a beat.