Colorado coach Deion Sanders has criticized the media for their treatment of college football players in the NIL era, where athletes can earn substantial income from their name, image, and likeness. Sanders argued that the media's scrutiny of players has intensified due to jealousy over athletes' newfound earnings, which sometimes exceed those of the reporters themselves. He highlighted the shift from protecting college players as amateurs to attacking them as professionals. Sanders specifically mentioned players like his son Shedeur Sanders, Travis Hunter, and Shilo Sanders, who have high NIL valuations. He condemned the media for focusing too much on players' personal lives and financial dealings rather than their on-field performance. Sanders also expressed concern over the impact of media criticism on young athletes who are not accustomed to such public scrutiny.