Deion Sanders’ debut with Colorado will boost Pac-12, just not enough to help ongoing media rights talks

Back in December during a conference in Las Vegas, Pac-12 commissioner George Kliavkoff was asked if the spectacular aura of Deion Sanders at Colorado would add value to the league’s media deal. CU’s new coach had been hired days before.

“He absolutely adds value to the league,” Kliavkoff told reporters.

While there may be added value when it comes to the perception of the league and the Buffaloes themselves, there’s not any actual monetary value being brought by Coach Prime. That’s the conclusion of several media rights consultants with whom CBS Sports spoke ahead of Sanders’ debut at Colorado in Saturday’s spring game, which has thankfully (and temporarily) overshadowed the Pac-12’s continued media rights slog.

It’s to the point that any discussions related to the actual playing of football is a win for the conference at this point. To that end, Coach Prime has absolutely owned the spring — not just at Colorado but around the entire country.

You can talk about the quarterback battles at Texas and Florida all you want. Sanders is literally trying to reinvent a football program.

“This city is going to shine,” Sanders said recently. “I don’t understand why you’re shocked or puzzled. You didn’t know me five months ago. You know me now.”

Colorado’s spring game is sold out for the first time in program history. The expected crowd of 45,000 (paying $10 each) is bigger than the last nine CU spring games combined. (The Buffs drew slightly less than 1,800 last year.)

There is a genuine buzz surrounding the program. Sanders moves the ratings needle — Colorado’s spring game is one of only two such contests ESPN is televising, the other being back-to-back national champion Georgia — but he won’t move the bottom line.

“Great story that will drive ratings, but given rights fees are long-term contractual revenue sources, team performance in the short run is not a factor,” said media consultant Patrick Crakes. “What is a factor is brand and relevance on national or super regional level. That’s what matters to pay TV [cable] distributors. So, it’s a slight positive at the moment, but in the medium and long run when it comes to rights fees, probably no impact.”

The Pac-12 continues to be in a wait-and-see mode for a new TV deal.

Meanwhile, there’s a reason they refer to Sanders as “Prime Time.”

He won the press conference in December, naming his son Shedeur the quarterback starter…