University of Utah closes private equity deal with Otro Capital
Yahoo Sports • 1 min read • Latest: Jun 12, 2026, 2:30 PM
Last updated Jun 12, 2026
The University of Utah has finalized a private equity agreement with Otro Capital, becoming the first athletic department to do so. The deal, first announced in December, involves the sale of a portion of the athletic department's assets and the creation of a new entity, Crimson Brand Partners, which will handle commercial operations. Mark Harlan, Utah's athletic director, expects the model to set a precedent for other programs. Leadership for Crimson Brand Partners will be under CEO Matt Webb, and operations are set to commence on July 1.
- •Utah becomes the first athletic department to secure a private equity deal.
- •Crimson Brand Partners will manage sponsorships, licensing, and events.
- •Mark Harlan will chair the board of Crimson Brand Partners.
- •Operations for Crimson Brand Partners start on July 1.
- •Financial terms were not disclosed, but high revenue is expected.
- 2:30 PMYahoo Sports — University of Utah Finalizes Private Equity Deal With Otro Capital
"Utah is the first athletic department to sign a private equity deal.
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