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Deion Sanders Calls Out Current Generation Of College Football Players

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  Published in Travel and Leisure on Monday, October 27th 2025 at 12:10 GMT by Sports Illustrated
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Coach Prime’s Reality Check: Deion Sanders Critiques the New‑Age College Football Player

In a blistering interview with Sports Illustrated’s Colorado coverage team, former NFL star and current Colorado Buffaloes head coach Deion Sanders—known on the sidelines as “Coach Prime”—bared his frustration with what he calls the “current generation” of college football players. Sanders, who took the helm at Colorado in 2023 after a storied career as a player and a coaching stint at Florida State, says the rise of name‑, image‑and‑likeness (NIL) deals has turned many athletes into “self‑promoting celebrities” rather than disciplined competitors.

Sanders’ main complaint is that the new wave of players are “letting money dictate their priorities.” He argues that the financial windfall they receive from endorsements and social‑media deals is causing them to lose sight of the fundamentals that built his own career. “I spent four years at Florida State under a coach who made sure we were focused on the game,” he told Sports Illustrated via a phone interview. “Now, I see players sitting on their phones, looking at their deals, and not paying attention to the tape or the drills.” Sanders says the result is a decline in both performance and character.

“College football is still a sport, not a stage,” he added, referencing the NCAA’s new NIL rules that took effect in July 2021. “It’s supposed to be about teamwork, dedication, and growth—things that can’t be bought with a contract.”

Sanders’ criticism is rooted in a stark contrast to his own experience. After a 14‑season NFL career that included two Super Bowl rings, he turned to coaching in 2009, eventually becoming a high‑profile recruiter at Florida State. He cites that era as “a time when players were bought by their talent, not by their social media following.” In contrast, the modern era is “driven by the likes of TikTok, Instagram, and sponsorships that often eclipse the college experience.”

When asked if he has a plan to address this issue at Colorado, Sanders is unapologetically blunt. “I’ll be the first coach who’ll let the players hear this message on the sidelines,” he said. “I’m not going to sugarcoat it. If you’re going to be a part of my program, you’re going to have to live up to the standards of the NFL, not the entertainment industry.”

In addition to the on‑field performance concerns, Sanders highlighted the moral and academic implications of the NIL boom. He pointed out that many athletes are “focusing on brand deals instead of school.” The coach cited a recent incident in which a player accepted an endorsement deal that required him to spend a weekend promoting a brand in the city where Colorado plays a home game. “That kind of distraction takes away from the practice schedule, the film room, and the game plan,” Sanders noted. “We’re talking about a player’s entire season being impacted by a single endorsement.”

Sanders’s remarks also touch on the larger debate surrounding the NCAA’s NIL policy. He said that while the policy was designed to give athletes more freedom, it has created an environment where “wealthier athletes get a massive advantage.” “We’re in a system where the best athletes with the biggest looks get the most money. That can create an uneven playing field,” he explained.

He also acknowledged the potential benefits of NIL. “I don’t deny that it helps athletes put food on the table or pay for school,” he said. “But we’re seeing a generation of players who think they can do it all—play, study, and be a social media star—without understanding the weight of those commitments.” Sanders says he is open to partnering with student‑athletes to help them navigate the business side while staying focused on the game.

Outside of his critique, Sanders also emphasized how Colorado’s program is evolving. “We’re building a culture,” he said. “We’re not just recruiting talent; we’re recruiting people who respect the game and respect the coach. That’s what sets us apart.” His coaching philosophy is heavily influenced by his playing days, with an emphasis on “intensity, hustle, and respect.”

While Sanders is harsh in his critique, he’s not dismissive of the potential for a new generation of athletes to thrive under the right guidance. He highlighted a recent recruit who balanced his NIL deals with a rigorous training schedule, suggesting that the problem is more about mindset than the existence of money itself.

Links for Context

• Colorado Buffaloes Athletics page: https://cubuffs.com/sports/football
• NCAA NIL policy overview: https://www.ncaa.org/about/resources/nil
• Deion Sanders’ biography on SI.com: https://www.si.com/college/colorado/football/deion-sanders
• Recent interview on Colorado’s recruiting strategy: https://www.si.com/college/colorado/football/recruiting-strategy

Sanders’ message to the new generation is clear: treat the gridiron with the same reverence you would give a high‑stakes contract. The coach’s call for accountability and focus, juxtaposed against the allure of instant money, marks a pivotal moment in college football as it navigates the intersection of sports, business, and personal development. As the season unfolds, the Buffaloes’ ability to heed “Coach Prime’s reality check” could prove to be a defining factor in their quest for success on the field.