Utah AD Mark Harlan talks private equity, Adidas deal and more

Key Points:

• The University of Utah launched Crimson Brand Partners, a pioneering for-profit company in college sports, in partnership with private equity firm Otro Capital to manage revenue-generating activities like events, branding, licensing, sponsorships, ticketing, and digital media.
• Otro Capital is providing capital to Utah Athletics in exchange for a share of Crimson Brand Partners' revenue, with the university retaining majority board control and an option to buy back Otro’s stake within five to seven years.
• Crimson Brand Partners, led by CEO Matt Webb with professional sports experience, aims to enhance revenue through initiatives such as field-level suites at Rice-Eccles Stadium, gameday experience improvements, and expanded corporate partnerships beyond athletics to university-wide assets.
• Utah Athletics will feature a Big 12-Monster Energy co-branded patch on jerseys as part of a $20 million conference deal, marking the first-ever jersey advertisement for Utah, while balancing current sponsorships like Pepsi.
• The university announced plans for a major renovation of the Jon M. Huntsman Center to modernize the 57-year-old arena, preserving its central campus location and integrating it into the broader "College Town Magic" initiative to enhance campus life and revenue opportunities.