The University of Utah and University of Utah Growth Capital Partners Foundation announced that they have finalized a partnership with Otro Capital to form Crimson Brand Partners.
The partnership is designed to create a long-term framework for revenue growth, expanded commercial opportunities, and stronger support for Utah Athletics. Crimson Brand Partners was previously introduced as Utah Brands & Entertainment.
Crimson Brand Partners will manage commercial operations across Utah Athletics and the broader university, including events at stadiums and arenas, branding, licensing and sponsorships, ticketing, and digital media.
The university said coaching, recruiting, scheduling, student-athlete support, and private fundraising will remain with the university. Athletics facilities will also continue to be owned by the university.
The partnership was authorized by the University of Utah Board of Trustees on December 9, 2025. Crimson Brand Partners is expected to begin operations on July 1, at the start of the fiscal year.
The company will operate under the oversight of the university’s foundation and its own board, while coordinating closely with university leadership and trustees. Crimson Brand Partners will report annually to the foundation and the Board of Trustees.
Utah Athletics Director Mark Harlan will chair the company’s board. Matt Webb, a sports business executive with about two decades of experience in professional franchises, will serve as chief executive officer and oversee day-to-day operations.
Webb has built commercial platforms for organizations including the New Orleans Saints, Cleveland Browns, and San Diego Padres. He most recently spent eight years as executive director and vice president of corporate partnerships with the New Orleans Saints and New Orleans Pelicans.
University of Utah Athletics includes 19 sports programs, including football, men’s and women’s basketball, gymnastics, baseball, skiing, soccer, softball, lacrosse, tennis, swimming and diving, volleyball, golf, cross country, and track and field.
Covington & Burling and Ray Quinney & Nebeker advised the University of Utah and its foundation. Kirkland & Ellis served as transaction counsel and Gibson Dunn served as fund counsel to Otro Capital.
KEY QUOTES:
“This new company puts the University of Utah at the forefront of developing creative and strategic solutions to the financial challenges facing college athletics programs across the country. Utah will continue to lead out with unique and entrepreneurial ideas for keeping our Utes sports programs financially sustainable and foundational to the student experience.”
Taylor Randall, President of the University of Utah
“We were intentional about choosing a strategic capital partner in Otro Capital, a firm that brings financial resources and relevant operating experience, which is reflected in their ability to attract a top-tier management team. We are pleased to be able to bring into this enterprise the exceptional operating experience of Otro Capital’s team, combined with our tremendous Utah Athletics staff to form a joint venture that builds the university brand and brings out its best.”
Mark Harlan, Utah Athletics Director
“This isn’t a sponsorship or a licensing deal; it’s a real operating partnership. What Utah is standing up with Crimson Brand Partners will provide Utah Athletics with the resources to compete at the highest level and do it in a way that takes pressure off the rest of the university—growing the brand, growing revenue, making gamedays better, and freeing up university dollars for scholarships, research and students. Crimson Brands is being built to operate at the level you’d expect from a top professional franchise—across media, sponsorships, ticketing and fan experience. Getting to lead that build is a rare opportunity, and it’s exactly the kind of challenge I came here for.”
Matt Webb, Chief Executive Officer of Crimson Brand Partners
