The University of Utah has announced a major structural shift in the financial and operational model supporting its athletics programs, establishing a new entity called Utah Brands & Entertainment. The company, owned by the University of Utah Foundation, will manage and grow core commercial operations tied to athletics while enabling the university to adapt to emerging economic pressures driven by student-athlete revenue sharing and the rapidly changing landscape of college sports.
University leadership stated that this transition reflects the institution’s broader commitment to innovation, modernization, and long-term competitiveness across academics, research, and athletics. The move comes amid significant financial headwinds across higher education, with athletics programs nationwide confronting rising operating costs and new obligations to share revenues directly with student-athletes beginning July 1, 2025.
The university has operated its athletics program with a consistent surplus supported by donors and student fees. However, the administration acknowledged that transformational change in college sports requires new financial models capable of sustaining both the athletic and academic missions. The creation of Utah Brands & Entertainment is positioned as a solution that centralizes and enhances revenue generation while expanding the university’s ability to partner with experienced operators.
As part of the initiative, the university intends to partner with Otro Capital, a firm specializing in brand development, sports, entertainment, and venue operations. The arrangement is expected to bring operational expertise, new commercial opportunities, and long-term revenue growth while preserving complete institutional control of athletics competition, facilities, coaching, scheduling, and student-athlete care. Utah’s Athletics Director will chair the company’s board, and the foundation will appoint a majority of its directors.
The new venture will assume responsibility for several key business operations, including corporate sponsorships, ticketing, event-related income, fan experience initiatives, and university-wide trademarks and licensing. University leaders indicated that substantial financial resources generated by the new structure will be reinvested into athletics to enhance competitiveness, improve the student-athlete experience, and strengthen Utah’s position in both conference and national championship pursuits.
They emphasized that the restructuring ensures that more of the university’s internal funds remain dedicated to academic priorities such as scholarships, access initiatives, student success programs, cutting-edge research, and patient care.
Administrators also highlighted the critical role athletics plays in elevating the university’s visibility, attracting prospective students and faculty, supporting community engagement, and contributing to statewide economic impact. The Board of Trustees approved the transition on December 9, 2025, with plans to finalize the arrangement early next year.
The new model is presented as a strategic step to ensure long-term stability for Utah Athletics amid rapid change, while reinforcing the university’s commitment to its academic mission and continued growth as a flagship research institution.
