Story perspectives

Utah Teams Up with Otro Capital, Launches Crimson Brand

6/13/2026

Summary

Utah Launches Crimson

The University of Utah and Otro Capital created Crimson Brand Partners to run Utah’s 19 athletic programs, approved Dec. 9.
Crimson Brand Partners will handle branding, licensing, sponsorships, ticketing, events and digital media.
Mark Harlan will chair the board, with Matt Webb as chief executive officer.
President Taylor Randall says the venture, starting July 1, will earn nine-figure revenues and put Utah at the forefront of college-sports innovation.

Summary

Utah Forms Deal

The University of Utah and Otro Capital signed a $500 million deal, creating the nation’s first private-equity partnership in a collegiate athletics department.
President Taylor Randall said the university will keep control over student-athlete support, coaching, recruiting and scheduling.
Critics such as USA Today columnist Matt Hayes called the deal a soul-selling arrangement and likened the firm to a wolf.
Observers linked recent staff layoffs to the partnership’s financial restructuring.

Summary

Utah Secures Partnership

Utah entered a partnership after the 2025 House vs. National Collegiate Athletic Association (NCAA) ruling permitting schools to share up to $20.5 million with athletes.
Utah posted a $4.69 million 2025 surplus, using the partnership to protect women’s and Olympic sports.
Mark Harlan said Utah can buy out Otro Capital within five to seven years.
Leadership includes Alex Schulte, chief commercial officer; Joel Adams, chief ticketing officer; and Garrett Best, financial officer.

History

Historical Context

After the Supreme Court’s unanimous June 21 2021 decision in NCAA v. Alston, which struck down limits on education-related benefits, the NCAA’s antitrust challenges intensified—a trajectory that began with the 1984 Board of Regents ruling and the 2014 O’Bannon case. Inspired by Alston, universities began pursuing commercial agreements, and the Pac-12 and Big Ten explore similar equity models.

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Utah Launches Crimson

The University of Utah and Otro Capital created Crimson Brand Partners to run Utah’s 19 athletic programs, approved Dec. 9.
Crimson Brand Partners will handle branding, licensing, sponsorships, ticketing, events and digital media.
Mark Harlan will chair the board, with Matt Webb as chief executive officer.
President Taylor Randall says the venture, starting July 1, will earn nine-figure revenues and put Utah at the forefront of college-sports innovation.

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