Colorado Buffaloes head coach Deion Sanders delivered a fiery rant against college football media ahead of his team’s upcoming Big 12 matchup against Baylor this weekend. Known for his outspoken nature, Sanders didn’t hold back as he criticized what he sees as a growing trend of reporters unfairly targeting college players, particularly in the wake of the NIL (Name, Image, and Likeness) era.
Sanders’ comments came during a Tuesday press conference when he was asked a question about his close relationship with Colorado star Travis Hunter. Instead of sticking to the topic, Sanders took the opportunity to address a broader issue that had clearly been weighing on him: the way media members now critique college athletes, something he believes is motivated by envy over the newfound financial success of these players.
“The landscape has changed in football,” Sanders began. “Once upon a time, you guys never attacked college players. Now they’re making more money than y’all. And some of y’all are envious and jealous about that, so you’re on the attack. It used to be hands-off because they were amateurs. You remember that? Now it’s hands-on, go at them any way you want.”
Sanders suggested that this shift in the way college athletes are treated is tied directly to the fact that many are now earning significant income through NIL deals. He pointed out that reporters once gave players a pass, viewing them as amateurs, but that this has changed now that some athletes are cashing in, creating what he sees as a climate of resentment.
“When you attack ’em, attack ’em, attack ’em, these guys are sensitive,” Sanders continued. “They’ve never been attacked. They haven’t gone through what a grown man—what I’ve been going through with y’all for years—they haven’t done that. So it is what it is.”
The Buffaloes head coach acknowledged that reporters have a job to do, but he issued a warning to the media about crossing the line when critiquing players, especially when it veers into personal territory. “If they didn’t play well, leave it at that,” Sanders said. “The personal stuff, leave it to be personal, because if we start flipping the script on y’all, you wouldn’t like it.”
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Sanders’ comments come at a time when college football is undergoing a major transformation. With the introduction of NIL, athletes now have the ability to profit from their talents while still in school. Some players, like Travis Hunter and Shedeur Sanders (Deion’s son), have seen their NIL valuations skyrocket to millions of dollars. Hunter’s valuation sits at an estimated $3.1 million, while Shedeur is valued at $5.1 million, underscoring just how lucrative the NIL market has become for top-tier college athletes.
This new era of player compensation has dramatically altered the college sports landscape, and Sanders’ tirade highlights the tensions that come with it. While players are now empowered to earn, they are also under increased scrutiny from both fans and media alike, who may view them as professionals rather than amateurs. Sanders is clearly concerned about the impact this shift is having on the young athletes under his guidance, especially when it comes to handling criticism.
The timing of Sanders’ outburst is also noteworthy, as it comes just before Colorado’s first conference game of the season against Baylor. The Buffaloes are 2-1 heading into the matchup, and the stakes are high as Sanders looks to continue his successful start with the program. But for Sanders, it seems, there’s more at stake than just wins and losses. He’s determined to protect his players from what he views as unfair and overly personal attacks from the media, reminding everyone that while the players may now have lucrative contracts, they’re still college athletes learning to navigate this new world.
As the NIL era continues to evolve, Sanders’ comments serve as a stark reminder of the shifting dynamics in college sports, where the lines between amateurism and professionalism are increasingly blurred.
Whether his words will prompt any reflection or change in how the media approaches college athletes remains to be seen, but one thing is clear: Deion Sanders will continue to speak out in defense of his players, no matter the cost.
