The University of Utah is launching a new company, Utah Brands & Entertainment LLC, to navigate significant changes in intercollegiate athletics. Owned by the University of Utah Foundation, the entity will manage key revenue-generating operations to help modernize the athletics business model and strengthen programs.
Financial pressures driving new model
The transition comes as the university faces new financial pressures, including the emergence of the transfer portal and the decision to share revenues with student-athletes under the House Settlement, which began July 1, 2025. University President Taylor Randall noted that while athletics programs have historically operated efficiently, rising costs for maintaining competitive programs are outpacing revenue growth.
Scope of new company operations
Utah Brands & Entertainment will oversee various commercial activities, including corporate sponsorships, ticketing, event-related revenues, and university trademarks and licensing. The company also intends to manage the fan experience and optimize campus-wide branding.
Strategic partnerships for revenue growth
To support this venture, the university plans to partner with prominent supporters and Otro Capital, a firm with experience in sports, entertainment, and media. This partnership is intended to enhance business operations and grow revenues for Utah Athletics.
Maintaining athletic department control
Despite the structural changes, the university clarified that it is not selling parts of the Athletics Department or ceding operational control to third parties. Decisions regarding coaches, sports, scheduling, student-athlete care, and facilities will remain under the authority of the Athletics Department led by Director Mark Harlan.
Governance and board leadership structure
The board of directors for Utah Brands & Entertainment will be appointed by the university's foundation and chaired by the Athletics Director.
Approval timeline and academic mission
The University of Utah Board of Trustees approved the transition on December 9, 2025, with expectations to finalize the deal by early next year. The university stated that this model is designed to protect academic missions, such as research and patient care, by allowing internal resources to remain focused on education while ensuring athletics can continue to compete for championships.
