Key Takeaways:
- The University of Utah is forming a new company, Utah Brands & Entertainment LLC, to modernize its athletics business model and generate more revenue.
- The company will be owned by the University of Utah Foundation and will oversee key revenue streams, including corporate sponsorships, ticketing, and event-related revenues.
- The university will partner with Otro Capital, a firm with experience in sports, entertainment, and media, to support the new venture.
- The new model will enhance the fan experience, improve the student-athlete experience, and strengthen the university’s athletics programs.
- The university’s internal resources will remain focused on education, research, and patient care, while the new company will handle commercial activities.
Introduction to the University of Utah’s New Initiative
The University of Utah has a long history of innovation, leadership, and excellence in education, research, patient care, and athletics. While the university’s academic mission remains at the center of everything it does, college sports play a significant role in connecting people to the institution. The university’s athletics programs have operated efficiently, generating a modest surplus over the years with the support of donors and student fees. However, recent changes in the college sports landscape, including revenue sharing with student-athletes and the emergence of the transfer portal, have introduced significant costs to the university.
The Changing Landscape of College Athletics
Intercollegiate athletics is undergoing transformational change, with student-athlete revenue sharing, unlimited transfers, and evolving governance structures. The cost of supporting a nationally competitive athletics program has risen dramatically, far outpacing revenue growth. Revenue sharing with student-athletes began in 2025 and will increase the gap between revenue and expenses. These pressures challenge traditional models, but they also create new opportunities for innovation. The University of Utah is taking a bold step to address these challenges by forming a new company, Utah Brands & Entertainment LLC, to modernize its athletics business model.
What is Utah Brands & Entertainment?
Utah Brands & Entertainment will build the University of Utah brand and manage key revenue streams across the Athletics Department and the university. This includes overseeing, optimizing, and enhancing the fan experience, corporate sponsorships, ticketing, event-related revenues, and campus-wide university trademarks and licensing. The university is not selling parts of its Athletics Department or ceding operational control to a third party. Decisions regarding sports, coaches, scheduling, operations, student-athlete care, and other athletics matters will remain solely with the Athletics Department under the leadership of Athletics Director Mark Harlan.
The Benefits of the New Model
The university will have a partner in Otro Capital, which has deep expertise in building brands, running entertainment venues, and creating world-class fan experiences. The new model will enhance operations of key commercial activities and generate a significant influx of funding for Utah Athletics. It will also help enhance the gameday experience for fans and improve the student-athlete experience. Ultimately, it will strengthen the university’s programs and ensure Utah Athletics can continue to thrive and compete for conference and national championships. The transition will also allow more of the university’s internal resources to remain focused on education, research, and patient care.
A Step Forward, Together
Utah Athletics is integral to the university, providing unparalleled exposure to prospective students and faculty, driving applications and enrollment, and encouraging alumni and donor engagement. The move to the new modernized business model has the support of the university’s Board of Trustees, which approved the transition in December 2025. University leadership is confident that this approach will provide significant benefits to students, staff, faculty, fans, and taxpayers while positioning all of Utah Athletics’ programs for sustained success. The University of Utah has always led with vision and purpose, and this step positions it to remain competitive, innovative, and firmly aligned with its academic mission, while continuing to unite the community through the power of Utah Athletics.