The University of Colorado recently ran a report and determined the ad value of media coverage since the football season started is worth more than $90 million.
That's for just THREE GAMES on a 5-year deal.
And once you add in ticket sales, merchandise, sponsorships, enrollment increases, and more, Deion's $29.5 million contract is already looking like a bargain.
You could argue he will be worth $1B+ to the university.
(h/t @dailycamera)