Jay Norvell said he was simply trying to send a message to his team.

Instead, the national media as well as Colorado coach Deion Sanders have jumped on the Colorado State’s words and run with them all week.

“With all the media involved with this game, not one reporter asked me about my comments,” Norvell posted on “X,” the social media platform formerly known as Twitter. ” One guy got it. I wanted to send a message to our players and how we run our program.”

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The guy who got it was ESPN’s Rece Davis.

During his weekly radio show, Colorado State coach Jay Norvell took a swipe at Sanders’ habit of wearing his cap and sunglasses during media interviews.

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“I sat down with ESPN today. And I don’t care if they hear it in Boulder. I told them, ‘I took my hat off, and I took my glasses off.’ And I said, ‘When I talk to grown-ups, I take my hat and my glasses off.’ That’s what my mother taught me,” Norvell said. “They’re not going to like us, no matter what we say or do. It doesn’t matter. So, let’s go up there and play.”

Sanders reacted to the comments immediately, calling it “bulljunk.”

“The done messed around and made it personal,” Sanders said.

Coach Prime was asked about it again during an appearance on ESPN’s College GameDay.