Amidst the heated discussions about Notre Dame’s exclusion from the College Football Playoff and the buzz surrounding the Pop-Tarts Bowl, the University of Utah has been quietly orchestrating a groundbreaking move in college sports.
As reported by Ross Dellenger of Yahoo Sports, the University of Utah has struck a $500 million deal with a private equity firm to form a co-owned, for-profit entity. This venture aims to handle the sports business and financial operations independently of the traditional university model.
The agreement is set to receive approval on Tuesday after a review by the Utah Board of Trustees.
The partner in this innovative collaboration is Otro Capital, a New York-based firm specializing in sports private equity.
This partnership will feature a joint management team comprising executives from Otro Capital and members of the university’s athletics department. Together, they will operate under the name Utah Brands & Entertainment LLC.
The entity will function within the university’s foundation, ensuring that the school maintains majority ownership and control over major decisions. Meanwhile, Otro Capital will benefit from a share of the annual revenue generated by the joint venture.
“The agreement comes with an exit strategy five to seven years down the line, and the university possesses the right to purchase Otro Capital’s ownership stake,” CBS Sports reports.
Utah Brands & Entertainment will absorb much of the decision-making and responsibilities associated with traditional athletic departments. Donors who wish to partake in the new venture and benefit from it will be able to purchase stakes in the company. It is hoped that with the large initial infusion of capital plus contributions from donors, the new company, Utah, will find itself at the top or at least among those at the top of the financial mountain of college football.
However, safeguards have been put in place. An exit strategy with a five- to seven-year horizon is in place. In addition, the university possesses the right to purchase Otro Capital’s ownership stake.
Schools and conferences became free to negotiate deals with private equity firms in the aftermath of the 2024 House vs. NCAA case. While several schools and athletic conferences explored the idea, and some even came close to signing, Utah is the first school to sign a formal agreement with a private equity firm.
