Overview
- Trustees authorized the creation of Utah Brands & Entertainment to centralize sponsorships, ticketing, event revenue, and licensing outside the athletics department.
- The University of Utah Foundation will appoint a board majority, athletic director Mark Harlan will chair, and coaching, scheduling, and student‑athlete care remain under athletics.
- Otro Capital will take a minority stake for a share of revenue, donors can buy stakes, and Utah holds a five‑to‑seven‑year repurchase option for Otro’s ownership.
- The plan is expected to generate roughly $500 million from Otro’s nine‑figure infusion plus donor investments, with finalization targeted for early 2026.
- NCAA president Charlie Baker praised the design, industry leaders predict more deals to follow, and analysts flag risks including cost‑cutting pressures and potential ticket price increases.