June 12, 2026
By Brandon Judd, Deseret News: Back in December, the University of Utah revealed it was pursuing a private equity deal with New York-based Otro Capital to help fund the school’s athletics programs and generate additional revenue.
On Friday morning, six months later, it became official, as Utah announced details about the first-of-its-kind partnership between a university athletic department and a private equity firm.
That included introducing the leadership team that will be guiding Crimson Brand Partners, previously known as Utah Brand & Entertainment, the newly developed for-profit company that handles the commercial side of the athletic business.
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