By editor 
Deion Sanders’ appearance at the 2025 Big 12 Media Days was a spectacle that transcended the typical pre-season football event. It was a masterclass in controlling the narrative, a display of unapologetic confidence, and a glimpse into the evolving persona of one of college football’s most polarizing figures. Beyond the flashy entrance and the media circus, Sanders’ presence carried significant implications for Colorado Buffaloes football and the broader landscape of the Big 12 Conference.
A Strategic Entrance: More Than Just a Show
Sanders’ arrival at the Big 12 Media Days was meticulously orchestrated to command attention. The swarm of journalists, the flashing cameras, and the palpable anticipation in the air were all part of a carefully crafted image. His opening remarks, where he acknowledged fellow coaches and highlighted his team’s accomplishments, were a strategic move. This gesture was seen by many as an attempt to soften his public image, which had been marred by controversies since his arrival in Boulder. By extending respect to his peers, Sanders signaled a willingness to engage with the conference in a more collaborative manner, a departure from his earlier confrontational stance.
However, this shift in tone did not diminish his ability to dominate the narrative. Sanders has always been a master at controlling the conversation, and this event was no different. He deftly steered discussions toward his team’s strengths, ensuring that the focus remained on the Buffaloes’ potential rather than any lingering controversies. This ability to pivot and reframe the narrative is a testament to his understanding of media dynamics and his commitment to shaping public perception.
Health and Transparency: A Delicate Balance
One of the most pressing questions surrounding Sanders leading up to the Big 12 Media Days was his health. The coach had missed several practices and media events due to complications from blood clots, which had previously led to toe amputations. When directly questioned about his health, Sanders deflected, stating that he was not there to discuss it. This response frustrated some reporters, who argued that his health was a legitimate concern given its potential impact on the team. However, Sanders’ decision to sidestep the question also highlighted his determination to keep the focus on football.
This approach underscores a broader challenge for Sanders: balancing transparency with control. On one hand, his health is a matter of public interest, especially for players, fans, and stakeholders who rely on his leadership. On the other hand, Sanders is acutely aware of the power of perception. By avoiding the topic, he prevented any potential distractions that could undermine his team’s momentum. This strategy, while effective in the short term, raises questions about long-term transparency and trust. As the season progresses, Sanders will need to find a way to address health concerns without allowing them to overshadow his coaching priorities.
The Quarterback Battle: A Prime Time Drama
The quarterback position has always been a focal point in college football, and Sanders’ handling of the situation at Colorado has been a masterclass in managing expectations. At the Big 12 Media Days, Sanders brought both Julian Lewis and Kaidon Salter, signaling that the competition for the starting role was far from over. This decision generated significant buzz, with some interpreting it as a strategic move to keep both players motivated, while others saw it as a sign of uncertainty.
Sanders’ approach to the quarterback battle has been characterized by his trademark blend of confidence and showmanship. He has publicly praised both players, emphasizing the importance of competition while carefully avoiding any definitive statements about his decision. This ambiguity has kept the media and fans guessing, maintaining a sense of intrigue around the team. However, it also raises questions about the stability of the position. A clear frontrunner could provide a sense of direction and cohesion, whereas prolonged uncertainty might create instability within the team.
NIL and the Uneven Playing Field
One of the most contentious issues in college football today is Name, Image, and Likeness (NIL) deals. Sanders did not shy away from addressing this topic at the Big 12 Media Days, calling the current state of NIL unfair and unsustainable. He argued that spending, rather than talent or coaching, determines which teams make the College Football Playoff, creating an uneven playing field. This stance resonates with many coaches and fans who believe that NIL has exacerbated financial disparities among programs.
Sanders’ criticism of NIL is not just a personal opinion; it reflects a broader concern within the college football community. The system, as it currently stands, allows wealthier programs to attract top talent through lucrative NIL deals, leaving programs like Colorado at a disadvantage. Sanders’ comments could be seen as a call for greater regulation and reform, aimed at creating a more equitable system. However, whether his voice will carry enough weight to influence policy remains to be seen. For now, Sanders must navigate this landscape while continuing to build a competitive team despite financial constraints.
The Sons Factor: A New Chapter
For the past two seasons, Sanders’ coaching journey at Colorado has been intertwined with his sons, Shedeur and Shilo. Their presence on the team added a unique dynamic, blending family ties with high-stakes football. However, with both sons now pursuing NFL careers, Sanders faces a new challenge: coaching without his immediate family on the roster. This shift presents both opportunities and obstacles.
On one hand, Sanders’ reliance on his sons as key players and leaders has been a defining aspect of his tenure. Their absence could create a void in terms of leadership and familiarity. On the other hand, this transition offers Sanders a chance to prove his coaching acumen beyond family connections. It is an opportunity to build a team based on merit, to develop new leaders, and to establish a sustainable culture. How Sanders adapts to this new dynamic will be a critical factor in his long-term success at Colorado.
Navigating the Big 12: A New Challenge
Colorado’s return to the Big 12 marks a significant shift for the program. After years in the Pac-12, the Buffaloes are now part of a conference known for its high-scoring offenses and passionate fan bases. Sanders acknowledged the strength of the Big 12, giving “props” to other coaches in the league. This recognition is a step toward integrating Colorado into the conference’s competitive landscape.
However, the transition is not without its challenges. The Big 12 is a fiercely competitive conference, and Colorado will be under intense scrutiny as it seeks to establish itself as a contender. Sanders understands the importance of making a strong first impression, and he is determined to prove that the Buffaloes are more than just a novelty act. Whether he can translate his vision into tangible results on the field remains to be seen, but his ability to navigate this new environment will be crucial to his success.
The Media Magnet: Beyond the X’s and O’s
Deion Sanders is more than just a football coach; he is a cultural icon. His charisma, style, and willingness to speak his mind have made him a media magnet, attracting attention and generating headlines wherever he goes. This ability to command attention has been both a blessing and a curse for Sanders and his program. On one hand, it has brought unprecedented exposure to Colorado, attracting recruits and generating revenue. On the other hand, it has also created a circus-like atmosphere around the program, with constant media scrutiny and a never-ending stream of distractions.
Sanders has shown an uncanny ability to manage the media, using his platform to promote his program and control the narrative. He understands the power of social media and uses it to connect with fans and recruits. However, he also knows when to draw the line, refusing to answer questions that he deems inappropriate or irrelevant. This balance between engagement and control is a delicate one, and Sanders’ ability to maintain it will be critical to his long-term success.
A Legacy in the Making?
Deion Sanders’ journey at Colorado is far from over. He faces significant challenges, including navigating the complexities of NIL, adapting to a new conference, and proving that he can build a sustainable program. But he also has a unique opportunity to create a lasting legacy, to transform Colorado into a national powerhouse, and to redefine the role of the modern college football coach. His legacy hinges on his ability to translate his vision into tangible results on the field.
Sanders’ appearance at the 2025 Big 12 Media Days was a performance, a statement, and a promise. He reaffirmed his commitment to Colorado, addressed the challenges facing the program, and set the stage for what promises to be a captivating season. While his detractors may dismiss him as all hype and no substance, it’s undeniable that Sanders has injected excitement and energy into college football. Whether he can translate that energy into wins remains to be seen, but one thing is certain: Deion Sanders will continue to be a force to be reckoned with, both on and off the field.