Colorado finalizes new deal with Deion Sanders’ manager for filming on campus

The University of Colorado has finalized an agreement with Deion Sanders’ business manager that spells out the terms for filming another season of the “Coach Prime” documentary series on the university’s Boulder campus.

The contract was finalized in late July after Amazon Prime Video announced the renewal of the series in May. It details the agreement between the university and SMAC Productions, a division of SMAC Entertainment, a talent agency based in Los Angeles. SMAC’s business clients include Sanders, Colorado’s football coach, and three players on his team − two-way star Travis Hunter and Sanders’ sons Shedeur and Shilo.

“We were extremely happy with how the last season of the Coach Prime docuseries turned out and are looking forward to working with SMAC on what promises to be another great season,” university spokesman Steve Hurlbert said.

USA TODAY Sports recently obtained the contract, which is unusual in the sense that few college coaches could procure this arrangement – an annual series on Prime Video, produced by his business manager, with wide latitude to film on campus at no charge.

The university sees it as a good deal, in large part because of the publicity it brings as it documents the Colorado football program behind the scenes under Sanders, also known as Coach Prime.

What is in the Deion Sanders filming contract?

The contract is mostly the same as last year’s, which covered Sanders’ first season at Colorado. It was signed by Sanders’ business manager, Constance Schwartz-Morini, CEO of SMAC Entertainment, along with CU administrator Patrick O’Rourke.

∎ The contract again includes no compensation for the university, which instead sees the publicity from the series as its own form of compensation. By contrast, Michigan received $2.25 million for access and licensing in relation to its behind-the-scenes show on Amazon for the 2017 season.

 Amazon Prime Video declined to share viewership data for the last season of “Coach Prime.”

∎ SMAC Productions maintains editorial control of the series, with regular input from the university on the series’ content.

“All creative and business decisions in connection with the Series shall be under the sole control of Producer subject only to Producer’s compliance with its express obligations and restrictions set forth herein,” the contract states.

∎ As producer, SMAC Productions is responsible for securing “any and all media releases from any CU Individuals or other individuals who are featured, photographed, filmed or otherwise recorded for the production of the Series.”

∎ The producer has wide latitude for filming on campus. “Producer is hereby irrevocably granted permission to enter and use, film, photograph and record the athletic buildings and facilities of the CU including, without limitation, the CU’s football stadium, practice areas, weight rooms, locker rooms, team meeting rooms, fields, sideline areas, and all other restricted and unrestricted locations within and around the same,” the contract states.

∎ SMAC also has exclusive rights to CU for all television, documentary and episodic programming in all media for any commercial project featuring both Sanders and the CU Football program that might compete with the series until 12 months after the airing of the final episode. This doesn’t include rights to CU games but says CU needs Sanders’ prior written consent to “create its own short-form, non-serialized audiovisual content about CU which contains references to Sanders and CU Football.”

The university said it does not have any such agreements with Sanders, however.

How long will the 'Coach Prime' series run?

The contract states it is CU’s intent to positively collaborate with the producer “to allow production of the Series on the CU campus for the duration of Sanders employment relationship with CU.”

But the CU chancellor may decline to extend the filming of the series on the CU campus beyond the 2024 season. The parties agree to meet to discuss an option to extend the agreement on or about April 1, 2025.

Last year’s series was Season 2 of “Coach Prime” and debuted after Sanders’ first season in Boulder, when the Buffaloes finished 4-8 after starting 3-0. It consisted of six episodes and followed Season 1, which covered Sanders’ final year at Jackson State before his hiring in Boulder.

“The partnership with CU and SMAC worked very well last year for all parties so we all felt there was little need to make any drastic changes ahead of this season,” Hurlbert said.

Colorado currently is engaged in preseason practices and begins the season Aug. 29 at home against North Dakota State.

Follow reporter Brent Schrotenboer @Schrotenboer. Email: [email protected]