In this day and age in college football, there are more dollar signs associated with players and programs more than ever before. NIL has changed the game, with college players now being able to capitalize financially on their name and likeness. Valuation of Colorado's Football ProgramJul 7, 2026; Frisco, TX, USA; Colorado head coach Deion Sanders speaks to reporters during Big 12 Conference Football Media Days at The Star. 44 most valuable college football program in the country and No. Coach Prime took over as Colorado coach in 2023.