BOULDER, Colorado — Heading into the second month of the college football season, the Coach Prime effect is having a huge impact on a crucial part of University of Colorado sports.

Since Deion Sanders became head coach of the football team last December, Colorado Athletics has seen a major increase in sponsorship revenue — which could keep growing as the 3-1 Buffaloes’ season continues.

“We’re not done, but as it stands right now, we’re looking at upwards of 42% growth year-over-year for sponsorships,” Andrew Popchock, general manager of Buffalo Sports Properties, told Front Office Sports.

The school is capitalizing on the excitement around Sanders via an influx of new sponsors and retaining and expanding existing relationships. And for anyone getting involved with Colorado now, it certainly isn’t cheap.

“Prices always go up,” said Andrew Wheeler, executive vice president of Learfield, the college-focused company that holds Colorado’s multimedia rights.

Colorado is flexible when it comes to accommodating sponsor interest — football-specific and even single-game packages are available — but the goal is to convert as many partners as possible into long-term relationships for the entire athletic department, according to Popchock.

Colorado Collaborations

The marketing savvy of Sanders has no doubt been a big factor in the sponsorship growth.

Amid the explosion of interest in Blenders Eyewear and its “Coach Prime” line of sunglasses, Colorado was able to add the company as a university athletics sponsor.

“We actually have a really good working relationship with Coach Prime’s team when opportunities come from his side, or opportunities come from the Learfield side,” Popchock explained.

This weekend, the focus is making the most of Colorado hosting No. 8 USC — which has the potential to be the biggest broadcast audience in Pac-12 history — and the increased interest from corporate partners around the Hollywood-adjacent matchup.

Fenway Sports Group has completed a deal worth up to $200 million to sell a minority stake of Liverpool FC to New York-based private equity firm Dynasty Equity, extending a push among many top-tier European clubs to bring on additional outside investors. 

Led by Don Cornwell and Jonathan Nelson, Dynasty Equity will invest between $100 million and $200 million in the club, which is currently sitting in second place in the Premier League. FSG had sought for nearly a year to bring in additional partners, working with Goldman Sachs and Morgan Stanley.

Based on a recent valuation of $5.3 billion for Liverpool, the investment represents a stake of 1.9% to 3.8% and was made directly into the club, as opposed to FSG overall.

The funds will be particularly targeted to pay down pandemic-era club debt, make improvements to Anfield Stadium and the club’s training center, and fund player acquisitions. 

“Our long-term commitment to Liverpool remains as strong as ever,” said FSG president Mike Gordon. “We have always said that if there is an investment partner that is right for Liverpool then we would pursue the opportunity to help ensure the club’s long-term financial resiliency and future growth.”

Continuing A Trend

This first investment for Dynasty Equity closely follows a growing series of other minority investments across the Premier League, Ligue 1, Serie A, and La Liga either sought or completed, including in Chelsea and Paris St. Germain.

Rome is the center of the golf world this weekend, with the Ryder Cup being played Friday through Sunday at Marco Simone Golf & Country Club. Team USA will try to win in Europe for the first time since 1993.

Traditionally a split operation between the PGA of America and Ryder Cup Europe, it’s the latter’s time to shine this year. 

Ryder Cup executive director Guy Kinnings told Front Office Sports that this event should bring in record revenue for its European organizers, but he was hesitant to celebrate the achievement given the current economic state, filled as it is with the inflation and supply chain issues of a post-pandemic world.

The 2018 event in France generated roughly $90 million in revenue for Ryder Cup Europe.

“There’s a huge increase in sponsorship revenue, big increase in consumer (interest), and media rights are up,” Kinnings explained. “But obviously, the costs of doing business right now — putting on these big events — are pretty huge.”

Fan Favorites

As the Americans — who are betting favorites to win — look to make history, they’ll face hoards of chanting European fans cheering on the home team. Total attendance is expected to be around 250,000, with 50% of ticket holders under the age of 40.

In 2018, the French environs were enough to propel Europe to a sixth straight victory on home soil, but this weekend the grandstands and sold-out hospitality build-outs are even larger. 

“Everything we’ve done here on site here in Rome is significantly bigger,” Kinnings said.