The University of Utah is creating Utah Brands & Entertainment LLC, a foundation-owned entity aimed at generating revenue and strengthening its athletic programs. The new company could raise roughly $500 million and will oversee corporate sponsorships, ticketing, event revenues, and licensing of university trademarks. 

Some existing revenue-generating operations from athletics and auxiliary services will be transferred to the entity. Private equity firm Otro Capital, along with key university supporters, will partner in the venture, marking a first in college sports. 

University officials stressed that the athletics department will maintain full operational control over sports, coaches, and student-athlete care. Leaders say the initiative positions Utah to remain competitive and innovative while supporting its academic mission and community engagement.

Finsum: This could be a brand new revenue stream for PE and a signal of the future of its breadth.