Utah AD Mark Harlan discusses new private equity deal and renovations

Utah athletic director Mark Harlan addressed the media at Big 12 media days on July 8, detailing the launch of Crimson Brand Partners, a partnership with private equity firm Otro Capital. This initiative aims to enhance the revenue side of Utah Athletics, covering areas such as branding, sponsorships, and ticketing. Harlan mentioned the recent scouting of Rice-Eccles Stadium to improve event experiences and highlighted the importance of building corporate relationships. Plans are in place to explore new revenue opportunities, including potential construction of field-level suites. Harlan also noted ongoing discussions related to donor contributions associated with the deal.

• 1:13 AMYahoo Sports — Utah AD Mark Harlan talks private equity, Adidas deal, Huntsman Center renovation and more