Utes Launch Crimson Brand Partners with Otro Capital in Groundbreaking Private Equity Deal

The University of Utah finalized a first-of-its-kind private equity arrangement with Otro Capital, creating Crimson Brand Partners — a for-profit entity that will handle events, branding, licensing, sponsorships, ticketing and digital media while the athletic department maintains coaching, recruiting and program oversight. The deal aims to stabilize revenue and support growth across all sports, with Otro Capital as a minority owner and Utah retaining majority control. It takes effect July 1, is not disclosed financially, and is expected to run for several years with a potential exit in five to seven years, with leadership including CEO Matt Webb and other executives guiding the transition.