CU financial reports are online and debunk the claims made in media.
University of Colorado Athletics NCAA Financial Reports 2023 NCAA Financial Report 2022 NCAA Financial Report 2021 NCAA Financial Report 2020 NCAA Financial ...
cubuffs.com
You can drill down all you want but here's the simple top line:
Football Revenue Expenses Profit
2021 $17.2M $17.5M ($0.3M)
2022 $49.1M $25.5M $23.6M
2023 $50.1M $35.0M $15.1M
Football ticket sales were down from $16.6M in 2022 to $13.0M in 2023
Expenses up due to $7M severance paid to the coaches fired to hire Deion
The $90M advertising number was an estimate by a third party firm of the value of extra mentions CU got on ESPN, etc. due to Deion. No actual revenue was received by CU for this. Royalties, Licensing, Advertising & Sponsorship revenue at the CU level (they do not break out by sport) has been $7.5M, $5.9M, $6.7M in 2021, 2022, 2023.
The Deion revenue bump is roughly $17M in ticket sales/concessions/parking and $6M in contributions from 2021 levels, partially offset by a $5M increase in coaching salaries. The bulk of the rest of the revenue increases came from conference TV rights and bowl game payouts.
Time will tell whether CU can hold on to the revenue gains post-Deion. If Deion leaves with a big severance package, that will burden the program going forward.