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The Daily Deion: Living in the Hype Machine

Mike Farrell on how Deion Sanders’ hype machine around Colorado has created issues for the on-field product

Mike Farrell| September 26, 2023 (Updated: July 9, 2025)
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The best thing for college football? Deion Sanders. But some think he’s the worst thing as well. Here’s your dose of Daily Deion.

Disclaimer: I have always been a fan of Deion Sanders. Loved him as a player at FSU, in Atlanta and Dallas and even respected him as a 49er against my Cowboys.


Today’s topic: the Colorado hype. During the off-season, it was interesting to me and I understood it. Deion was a curious figure throwing the 1-11 roster aside and building his team through the portal. Anointing his son Shedeur as the starter without competition and so on was compelling as was the portal action albeit somewhat unfair and a smidge classless. But once the season started I thought it would end as I expected TCU to throttle them. Obviously, that didn’t happen.

Sep 2, 2023; Fort Worth, Texas, USA; Colorado Buffaloes quarterback Shedeur Sanders (2) throws a pass in the second quarter against the TCU Horned Frogs at Amon G. Carter Stadium. 

After the TCU win, it started to be insufferable. Deion taking things personally from Matt Rhule and then from Jay Norvell became a bit contrived. The brashness and gloating after wins flashing watches and talking trash become annoying. It suddenly went from an interesting story to something altogether different. It became too much for me admittedly. But honestly, what was Deion supposed to do?

Think about it for a second. Should he have told ESPN not to cover the spring game? Should he have suffered through the season with a roster that was so horrible last year that they won one game? Should he have said “no comment” after every question and turned away College Gameday? His job was to hype Colorado and he did his job amazingly well. Almost too well honestly because it became sickening to many. So much of the nation was hoping someone would stop the hype train or at least slow it down and Oregon did just that. But honestly, Deion has done what Deion was hired to do and the hype may be nauseating but it’s probably the best job I’ve ever seen of a coach making an unimportant program dominate the national media.

Category: College Football, NewsTag: Coach Prime, Colorado Buffaloes, Deion Sanders, Mike Farrell, Shedeur Sanders
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