Coach Prime: Young Athletes Should Choose Colleges for Growth, Not Money

Deion “Coach Prime” Sanders, who built multimillion-dollar careers in both the MLB and NFL, is urging young athletes to prioritize development over financial incentives when selecting a university.

Sanders, now a high-profile college football coach, said that while the rise of NIL deals has created unprecedented earning potential, athletes should focus on programs that elevate their skills, provide strong coaching, and suit their personal goals.

“I would attend a university based on staff, based on likability, based on the location that I wanted to be at, and the situation that I think could elevate me to the next level, not solely based on finances,” Sanders told Business Insider.

Since 2021, NCAA athletes have been allowed to monetize their name, image, and likeness, opening doors to major endorsement deals with companies like Nike, Pepsi, and New Balance. Top NIL earners can make $3 million to $6 million annually before turning professional. At the same time, changes to NCAA transfer rules have made it easier for athletes to switch schools, adding to the temptation to chase bigger paydays.

Sanders warns that many young athletes risk being distracted by short-term financial gains, potentially jeopardizing long-term career growth. “We have young men that listen to the wrong advice, and they’re basing things on everything other than the main thing, and that’s the game,” he said.

Experts note that NIL opportunities can provide valuable lessons in financial management and reduce pressure to turn pro early, giving athletes the chance to focus on both their studies and sports careers. Still, Sanders emphasizes the importance of choosing a path that prioritizes personal and athletic development over immediate earnings.

Top student-athletes like Arch Manning and Duke freshman Cooper Flagg have leveraged NIL deals to secure multimillion-dollar valuations, but Sanders maintains that the most important investment is in one’s future performance and growth, not just the paycheck.