Jay Norvell vs Deion Sanders: The 2023 Rivalry Jab Explained

Before the September 2023 Rocky Mountain Showdown, Colorado State coach Jay Norvell said, "When I talk to grown-ups, I take my hat and my glasses off," a widely noted jab at Colorado coach Deion Sanders. Sanders used it to motivate his team, and Colorado won 43 to 35 in double overtime. Colorado State dismissed Norvell in October 2025.

Key takeaways

  • The comment came in the week before the September 16, 2023 game in Boulder.
  • Sanders turned the remark into a motivational theme, telling his team it was personal.
  • Colorado won 43 to 35 in two overtimes; Colorado also won the 2024 meeting 28 to 9.
  • Colorado State fired Norvell on October 19, 2025, after a 2 and 5 start; Sanders began his fourth Colorado season in 2026.
  • Public jabs at rivals can energize the other side, a lesson that applies well beyond sports.

What did Jay Norvell say about Deion Sanders?

According to Westword's coverage of the game, Norvell remarked earlier that week, "When I talk to grown-ups, I take my hat and my glasses off," followed by "That's what my mother taught me." Sanders is known for wearing a hat and sunglasses during press conferences, so the comment was widely read as aimed at him. Norvell did not name Sanders in the quoted remark.

How did Sanders and Colorado respond?

Westword reported that Sanders rallied his team around the phrase "It's personal" during the week. Before kickoff he walked the field, waved to fans and paused near the student section to put on his sunglasses and pose, a clear signal he had heard the comment. The game itself was close. Colorado, ranked 18th at the time, rallied and won 43 to 35 in double overtime. Colorado's history in the rivalry is covered in our article on the Broncos, the Buffs and Colorado's football story.

Where do things stand now?

DateEvent
September 16, 2023Colorado beats Colorado State 43 to 35 (2OT) in Boulder
September 14, 2024Colorado beats Colorado State 28 to 9 in Fort Collins
October 19, 2025Colorado State fires Norvell after a 2 and 5 start; defensive coordinator Tyson Summers named interim coach
2026 seasonSanders in his fourth season as Colorado head coach
September 15, 2029Next scheduled Rocky Mountain Showdown, in Fort Collins

KKTV reported that Norvell went 18 and 26 at Colorado State, including an 8 and 5 season in 2024 that ended with an Arizona Bowl appearance. He was the first Black head football coach in the program's history. The rivalry was played annually from 1995 to 2019 and has been played periodically since then.

Why the remark drew so much attention

Sanders arrived in Boulder in 2023 as one of the most visible figures in college football, and early wins brought national television audiences, celebrity visitors and heavy media coverage to Colorado. In that setting, any comment about him was amplified far beyond a normal pregame exchange between in-state rivals. The episode shows how quickly a small remark can become a national story when one side already has a large platform and an engaged audience.

What can business leaders learn from the episode?

Sports rivalries are not workplaces, but the dynamics translate. Our look at HR lessons from managing Real Madrid's star players makes a similar point about high-profile personalities.

  • Public digs give rivals motivation. A remark aimed at a competitor can become the other side's rallying cry. Compete on product and results, not personal comments.
  • Style is not substance. Judging a leader by appearance rather than performance invites a backlash and distracts from your own team's preparation.
  • Response matters as much as the remark. Sanders channeled the comment into team focus instead of a long public feud. Leaders who respond to criticism with performance usually come out ahead.
  • Results decide reputations. Over time, records and outcomes shaped both coaches' standing far more than the pregame exchange. Our article on why true leaders build rather than belittle explores this.

Frequently Asked Questions

Did Jay Norvell apologize to Deion Sanders?

Reports after the 2023 game described the two coaches meeting and moving past the exchange, with headlines noting that Sanders buried the hatchet with Norvell after Colorado's double-overtime win. Accounts of exactly what was said differ, so it is best to rely on direct quotes from video or official transcripts rather than summaries when citing the exchange.

Who won the 2023 Colorado vs Colorado State game?

Colorado won 43 to 35 in double overtime on September 16, 2023, in Boulder. The game was one of the most watched moments of Colorado's first season under Sanders. Colorado also won the following meeting, 28 to 9, on September 14, 2024, in Fort Collins. The next scheduled game is in 2029.

Why was Jay Norvell fired by Colorado State?

Colorado State dismissed Norvell on October 19, 2025, a day after a loss to Hawaii left the Rams at 2 and 5. He was in his fourth season and finished with an 18 and 26 record at the school, according to reporting by KKTV. Defensive coordinator Tyson Summers became interim head coach.

Next steps

If you lead a team that competes publicly, set a simple rule for leaders and spokespeople: talk about your own strategy and results, never a competitor's personality. Review recent public comments against that rule before your next big launch or event.

Last reviewed: October 2026.

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