Utah Athletics Director Mark Harlan defended a new partnership with Otro Capital on Tuesday, stating the deal is designed to provide operational expertise and manage rising costs in college athletics rather than serving as a simple loan.
During an appearance on KSL Sports Zone's DJ & PK, Harlan explained that the university began studying options for managing increased expenses related to payroll, athlete compensation, and NIL well before revenue sharing became official. He noted that despite record fundraising and sold-out football stadiums, the department was not reaching its desired financial targets.
Launching Crimson Brand Partners
The partnership has led to the launch of Crimson Brand Partners, a new entity that will eventually employ 60 to 70 people. According to Harlan, this company will house revenue operators and staff focused on combining athletics revenue with broader university assets like corporate partnerships, licensing, and concessions.
Prioritizing operational expertise over capital
Harlan emphasized that the selection of Otro Capital was based on their role as operators rather than just a source of capital. He stated that the university could access cheaper loans if it were only seeking upfront money, but sought a partner with experience in modern sports business to improve the department's revenue-generating functions.
South Valley Chamber awards announcement
In separate local news, the South Valley Chamber of Commerce announced the recipients of its 2026 Titan Awards on June 16, 2026.
