Utah Athletics Director Mark Harlan addressed the strategic necessity of a new deal with Otro Capital during a Tuesday appearance on KSL Sports Zone, stating the partnership aims to modernize revenue operations beyond simple capital infusion.
Addressing rising athletic costs
As KSL Sports reported, Harlan explained that the university began studying options for managing rising costs—including athlete compensation, NIL, and facility needs—well before revenue sharing became official. While the department has seen record fundraising and sold-out football games, Harlan noted the school had not yet reached its desired financial targets.
Launching Crimson Brand Partners
To address these needs, Utah launched Crimson Brand Partners, a new entity that will eventually employ 60 to 70 people. The company will manage revenue operators and brand enhancers, integrating athletics revenue with university assets like corporate partnerships, licensing, and concessions.
Strategic value of Otro Capital
Harlan emphasized that the deal with Otro Capital is not merely a loan, noting that the university could secure traditional loans at a lower cost. He argued that the partnership provides essential operating experience in modern sports business.
Future goals for revenue sharing
According to Harlan, Crimson Brand Partners will assist in funding Utah's revenue-sharing obligations and aims to improve the gameday entertainment product for fans through better sponsorships and premium experiences.
USU Eastern Athletics update
In separate collegiate athletics news, USU Eastern Athletics reported that the Eagles were unable to keep pace with No. 21 Southern Idaho.
