Deion Sanders knows how to get people talking. The Colorado Buffaloes head coach recently called for a salary cap in college football, arguing that the biggest spenders make the College Football Playoff. The problem? Sanders is running one of the most well-funded programs in the country, making his comments feel pretty hypocritical to critics.
But one prominent analyst isn’t backing down from defending Coach Prime, even admitting the hypocrisy is part of what makes Sanders so compelling.
Why Does Paul Finebaum Defend Colorado HC Deion Sanders Despite His Contradictions?
At Big 12 Media Day, Sanders made his case that schools like Colorado can’t keep up with the big spenders in college football.
“You understand darn near why they’re in the playoffs,” Sanders said. “It’s kind of hard to compete with somebody who’s giving $25-30 million to a freshman class. It’s crazy.”
Deion Sanders says he wishes college football had a salary cap, like the NFL does:
“All you gotta do is look at the College Football Playoff and see what those teams spent, and you’ll understand darn well why they’re in the playoffs.”pic.twitter.com/tWaO8t8Ze2
— Ari Meirov (@MySportsUpdate) July 9, 2025
The comments immediately drew heavy criticism because Sanders has been widely reported to have spent big money building his roster in Boulder. Critics pointed out the obvious contradiction: how can you complain about spending when you’re doing the same thing?
The controversy found its way to ESPN’s “First Take,” where college football analyst Paul Finebaum was asked whether Sanders had more to prove at Colorado. Instead of piling on, Finebaum offered a different perspective.
According to Finebaum, Sanders’ hypocrisy is exactly why networks like ESPN can’t stop talking about him. It’s what makes him such a captivating figure, even when his team isn’t expected to compete for championships.
.@finebaum doesn’t believe Deion Sanders has anything to prove this season 👀 pic.twitter.com/s4P933mESf
— First Take (@FirstTake) July 10, 2025
“Most of the time, the No. 1 show on morning television, First Take, doesn’t talk about six-win teams,” Finebaum said. “But we talk about Deion because he’s entertaining, he’s compelling. Yes, he’s hypocritical, but that goes for everybody in college sports.”
Finebaum didn’t stop there. He continued, “It doesn’t really matter what he does this year. I think last year he proved he was relevant.”
What Makes Sanders So Different From Other College Coaches?
Finebaum’s defense actually makes a lot of sense when you look at Sanders’ track record with media attention. In his first season with Colorado in 2023, the Buffaloes went 4-8. That’s a terrible record by any measure. But despite the lack of success on the field, nearly every major media outlet covered the team’s season from start to finish.
The following season showed more promise. Sanders’ team finished 8-4 and produced Heisman Trophy winner Travis Hunter, once again keeping the media spotlight firmly fixed on Boulder.
Now, even without Hunter and his son Shedeur’s star power on the roster, the media will continue covering Sanders throughout the 2025 season. The reason isn’t complicated: his personality and the way people react to everything he says keep everyone engaged.
That’s Finebaum’s point. Whether you think Sanders’ comments are hypocritical, controversial, or completely off-base doesn’t really matter. The fact that we’re all still talking about Coach Prime means he’s already won the attention game that drives modern college football coverage.
So, regardless of how Colorado performs this season, whether they exceed expectations or fall flat, Sanders will remain one of the most discussed figures in college sports. His ability to generate conversation, even when it’s critical, is precisely what keeps him relevant in a sport where relevance often matters more than wins and losses.
