University of Utah launches Crimson Brand Partners to overhaul athletics

The University of Utah and its foundation have finalized a long-term partnership with Otro Capital to launch Crimson Brand Partners, a new commercial entity designed to secure the financial future of the school’s 19 athletics programs by modernizing ticketing, sponsorships, and digital media operations.

The venture, authorized by the Board of Trustees in December 2025, shifts the commercial burden away from the university’s core academic budget. While the institution will retain control over coaching, recruiting, and student-athlete support, the new company will manage revenue-generating activities including stadium events, branding, and licensing. Athletics Director Mark Harlan will chair the company’s board, ensuring the commercial strategy aligns with the broader university mission.

Matt Webb, a veteran executive with two decades of experience across professional franchises like the New Orleans Saints and Cleveland Browns, has been appointed as chief executive officer. He will lead a newly assembled management team, including Chief Commercial Officer Alex Schulte, Chief Ticketing Officer Joel Adams, and Chief Financial Officer Garrett Best. Operations are set to begin on July 1, with the company aiming to grow from an initial group of 15 transferred university employees to a staff of approximately 70. This model intends to stabilize funding and preserve the university’s commitment to women’s and Olympic sports by mitigating long-term debt pressures.