Colorado’s Deion Sanders is now the highest-paid college football coach in the Big 12 and among the highest-paid in the country after a lucrative contract extension announced Friday.

The 57-year-old Sanders — AKA “Coach Prime” — will now earn $10 million in 2025 as part of a contract that runs through 2029. His previous deal paid him $5.7 million last season, fourth in the Big 12 and around 38th nationally according to USA Today’s Coaches Salary Database.

“Coach Prime has revolutionized college football and in doing so, has restored CU football to our rightful place as a national power,” Colorado athletics director Rick George said. “This extension not only recognizes Coach’s incredible accomplishments transforming our program on and off the field, it keeps him in Boulder to compete for conference and national championships in the years to come.”

Sanders is 13-12 in two seasons at Colorado, including 9-4 in 2024 behind star quarterback Shedeur Sanders (the coach’s son) and Heisman Trophy-winning wide receiver/cornerback Travis Hunter. The Buffaloes had finished with a winning record just twice and played in only three bowl games in 17 seasons prior to Sanders’ arrival in 2023 following a highly successful tenure at Jackson State.

Sanders’ celebrity status as a College and Pro Football Hall of Famer and ubiquitous advertising pitchman has also drawn massive attention to Colorado football, which has become a national brand. The Buffaloes’ Alamo Bowl loss to BYU drew a television audience of 8 million people, the largest in the event’s 32-year history, while applications to the school have increased 20% since Sanders’ arrival — including a 50% spike among African-American students.

“I’m excited for the opportunity to continue building something special here at Colorado,” Sanders said. “We’ve just scratched the surface of what this program can be. It’s not just about football; it’s about developing young men who are ready to take on the world. I’m committed to bringing greatness to this university, on and off the field.

“We’ve got work to do, and I wouldn’t want to be anywhere else but here, making history with these incredible players and this passionate fan base. Lastly, anybody got at least a five-bedroom home with acreage for sale?”

Sanders’ new salary is in line with that of Alabama’s Kalen DeBoer and LSU’s Brian Kelly, among others. Georgia’s Kirby Smart is the highest-paid coach in college football at more than $13 million annually.

Colorado opens the 2025 season at home Aug. 29 vs. Georgia Tech.