The Coach Prime Effect continues to provide a financial windfall for the University of Colorado.

In Deion Sanders’ first season as Colorado’s head football coach, merchandise sales on the school’s online team store increased 1,220% in September 2023 versus September 2022, the university confirmed to Front Office Sports. Year-to-date (January through September), sales are up 51%.

Additionally, out-of-state applications to the school are up 40%, according to Colorado chancellor Philip DiStefano, who calls Sanders’ presence in Boulder “transformational,” per TIME.