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Utah Launches New For-Profit Sports Arm | Salt Lake City News
The University of Utah is revolutionizing college athletics by launching Crimson Brand Partners, a for-profit arm backed by private equity to boost revenue through ticketing, sponsorships, and licensing—all while keeping Utah in control. With a new CEO and a focus on fan experience, they’re already scouting opportunities like Monster Jam and planning premium upgrades to the Huntsman Center. Meanwhile, the Big 12 secures Monster Energy branding deals, and Utah switches apparel partners to Adidas in 2027—aiming to elevate basketball and modernize its legacy arena for a smarter, more profitable…
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