Just a few years ago, Colorado Buffaloes football was a far cry from being a nationally relevant team.

Now, the Buffaloes sit near the top of the Big 12 in athletic revenue.

According to new revenue figures released through the Equity in Athletics Data Analysis, Colorado generated roughly $161.7 million in total athletic revenue, trailing only Kansas among Big 12 programs and finishing ahead of schools like Oklahoma State, Baylor, Utah, and Texas Tech.

Oct 29, 2022; Boulder, Colorado, USA; Colorado Buffaloes fans react after the loss to the Arizona State Sun Devils at Folsom Field. Mandatory Credit: Ron Chenoy-Imagn Images | Ron Chenoy-Imagn Images

For Colorado and coach Deion Sanders, it’s another clear sign the program has transformed into one of the biggest brands in college athletics.…