Deion Sanders expressed his frustration with the game’s late start times on an episode of The Colorado Football Coaches Show. Despite moving to the Big 12, Sanders had expected earlier kickoffs but is still facing late-night games. His team’s upcoming game against Kansas State is scheduled for 10:15 p.m. ET, leading Sanders to question the rationale for that scheduling.

During the show, Sanders asked, “Who does this?” He criticized the decision-makers, particularly television networks like ESPN, which often dictate game times. Sanders argued that late-night games are illogical because a majority of viewers are asleep, which he said affects the potential for increased viewership and advertising revenue. The coach pointed out that from a business perspective, it was not ideal to broadcast games so late in order to maximize exposure or profits.

“But how stupid is that?” Sanders said.

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However, ESPN would likely disagree. The network previously aired a game between Colorado and Colorado State that ended after 2 a.m. ET and was the network’s most-watched late game ever. Additionally, Colorado continues to be a major draw for television viewers, ranking in the top ten in average viewership. Over four million viewers tuned in in the first five weeks of the season.

Like it or not, Sanders will love that the Buffs are the team to watch. Despite its complaints, Colorado’s popularity ensures they will continue to be featured in prime time despite the late starts.