In the ever-evolving world of college football, one of the most discussed topics continues to be the salaries of the head coaches who lead these programs. As college football has grown into a multi-billion-dollar industry, head coaches have increasingly become some of the highest-paid public employees in the United States. While a coach’s paycheck is often a reflection of their success, influence, and the programs they manage, it is also an indicator of the power dynamics within the sport. In this regard, a fascinating comparison is emerging between two prominent figures in college football: Steve Sarkisian of the Texas Longhorns and Deion “Coach Prime” Sanders of the Colorado Buffaloes. Despite the media buzz surrounding Coach Prime’s splashy arrival at Colorado and his immediate impact on the program, Sarkisian’s salary still outpaces Coach Prime’s, sparking discussions about the value of sustained success versus the star power and quick turnaround potential.
1. Steve Sarkisian: The Steady Hand at Texas
Steve Sarkisian‘s journey as head coach of the Texas Longhorns has been far from ordinary, especially given the immense pressure and expectations that come with the job. Sarkisian, a seasoned coach with a long history in college football, took over the Texas program in 2021. Prior to his tenure with the Longhorns, Sarkisian had held various coaching positions, including as the head coach at Washington and USC. His tenure at Texas, however, marked a significant moment in his career, given the size of the program and the high-profile nature of the job.
Upon taking the reins at Texas, Sarkisian inherited a program that had been in a state of flux for years. The Longhorns, once a powerhouse in college football, had struggled to regain their former dominance, particularly in the post-Mack Brown era. Expectations were high, and the program’s billionaire boosters and passionate fanbase were eager for a return to glory.
In 2024, Sarkisian’s contract reflected the immense responsibility he bore. According to reports, Sarkisian’s salary for the 2024 season was set at an impressive $10.6 million. This pay rate places him firmly among the highest-paid coaches in college football, underscoring the importance of the Texas job in the college football hierarchy. Texas, which boasts an enormous football budget, has long been willing to invest in top-tier talent to turn its program around. Sarkisian’s paycheck is a reflection of both his experience and the recognition of his potential to lead the Longhorns back to national championship contention.
In his first few seasons, Sarkisian has shown promise. While the Longhorns have yet to reach the pinnacle of college football, his teams have exhibited a clear improvement, and Texas remains a formidable force in the Big 12 as well as a strong contender in the broader landscape of college football. Sarkisian’s work with young quarterbacks, including Quinn Ewers, and his ability to build an elite recruiting class, have demonstrated that he has the tools to elevate the program.
2. Coach Prime: Deion Sanders Takes Over at Colorado
On the other hand, Deion Sanders, or Coach Prime, has made waves in the world of college football for a variety of reasons. Known as one of the most electrifying athletes in the history of professional football, Sanders’ arrival at Colorado in 2023 was one of the most high-profile coaching changes in recent memory. Colorado, a school that had largely fallen off the national radar in recent years, was suddenly thrust back into the limelight thanks to Sanders’ dynamic personality and winning pedigree.
Coach Prime is a media sensation. His larger-than-life persona, flashy style, and social media presence have made him a household name, drawing attention not only to his team but to the college football landscape as a whole. Under his leadership, the Colorado Buffaloes went from being a perceived doormat to one of the most talked-about programs in the country. Deion Sanders led the Buffaloes to a surprisingly successful start to the 2023 season, revitalizing the program and generating an incredible amount of national buzz.
Despite the hype and the immediate attention Sanders has drawn, his salary of $5.9 million for 2024 remains significantly lower than that of Steve Sarkisian. While this figure is still high by college football standards, it has raised eyebrows, especially given Sanders’ immense popularity and the immediate success he has found in Colorado. Many fans and analysts have speculated that Coach Prime’s salary will rise significantly in future seasons, particularly if he continues to elevate the Buffaloes and keep them in national contention.
Coach Prime’s early success has caught the attention of the college football world. His unique approach to coaching, his ability to attract top recruits, and his charismatic presence have reshaped how we think about college football leadership. Sanders has successfully used his platform to engage with fans and draw significant media attention to Colorado football, which had been struggling in recent years. The question, however, remains whether Coach Prime can sustain this success over the long haul, and whether he will eventually command a salary that matches the kind of attention he has garnered.
3. The Salary Gap: A Matter of Experience and History
While both coaches are undeniably talented, the significant salary gap between Sarkisian and Sanders can be attributed to a number of factors, including experience, track record, and the nature of their respective programs.
Steve Sarkisian, as mentioned earlier, has a wealth of experience in college football. His resume includes multiple stops as both an assistant coach and a head coach, including highly successful tenures at Washington and USC, where he was known for his offensive acumen and ability to develop quarterbacks. Although his time at USC ended under difficult circumstances, Sarkisian has rehabilitated his career and emerged as a coach capable of handling one of the most high-pressure jobs in the country: head coach at Texas.
Sarkisian’s long history of coaching at major programs has played a role in his higher salary. Texas is known for its deep pockets and long-standing football tradition. In securing Sarkisian’s services, the university wanted to ensure that it would be able to compete for national championships again, and that requires investing in top-tier leadership. Sarkisian’s ability to rebuild the Texas program, recruit at an elite level, and develop talent has made him a vital part of the Longhorns’ resurgence.
On the other hand, Deion Sanders’s salary is reflective of his relatively short tenure in college football. Before his time at Colorado, Sanders made his mark as the head coach at Jackson State, a historically black university in Mississippi, where he led the team to several successful seasons and built a reputation for attracting top-tier talent. While Sanders had success at Jackson State, his experience at the Power 5 level—where programs like Texas operate—was limited.
While Sanders’ star power is undeniable, his tenure at Colorado is still in its infancy. Although the Buffaloes have experienced a level of success in the early stages of Sanders’ coaching career, it’s difficult to justify a salary on par with that of someone like Sarkisian without a more established record at a high level. The Colorado job, despite being a high-profile position, is not on the same level as Texas in terms of resources, expectations, and historical success. This accounts for part of the salary discrepancy between the two coaches.
4. The Role of Media Attention and Marketability
One of the key differences between Sarkisian and Sanders is their respective marketability. Deion Sanders has arguably done more to raise the profile of college football and his program than any coach in recent memory. His presence at Colorado has led to increased media attention, higher ticket sales, and significant visibility for a school that had been struggling to capture the national spotlight. In this regard, Coach Prime’s ability to attract attention is invaluable. His charisma and cultural relevance extend far beyond the football field, making him a media mogul of sorts in the world of college sports.
However, despite Sanders’ immense popularity, the question remains whether his salary will catch up with his marketability and success. Historically, college football salaries have been more reflective of a coach’s sustained success and leadership within the confines of the football field rather than their social media presence or marketability. While Sanders’ appeal is undeniable, it will take more sustained success at a high level for his salary to mirror the attention he has received.
5. The Future of College Football Salaries: What’s Next?
The disparity in salary between Sarkisian and Sanders raises a larger question about the future of college football salaries. As the sport continues to evolve with Name, Image, and Likeness (NIL) deals and massive television contracts, the financial landscape for coaches is shifting. Coaches like Sanders, who have tremendous brand appeal, may begin to command higher salaries based on their marketability rather than just their track record.
That said, it remains to be seen whether Deion Sanders will be able to sustain the early success he has enjoyed at Colorado. If he continues to lead the program to bowl games, and potentially to a national championship, it’s likely that his salary will rise significantly. On the flip side, Sarkisian‘s salary reflects his experience and proven track record in building elite programs, and his salary at Texas is a reflection of that.
As the college football landscape continues to evolve, the balance between success, marketability, and history will likely shape how coaches are compensated. For now, however, Steve Sarkisian remains the higher-paid coach, though the gap between his salary and Coach Prime’s could narrow significantly as Sanders continues to build his legacy at Colorado.
