🏟️ Private Equity Arrives in College Sports — Utah Leads the Way

Welcome to this week’s edition of Sports Industry Weekly.
We’re breaking down the biggest headlines, boldest moves, and emerging trends shaping the business of sports. From major deals to industry shifts, here’s what you need to know. Let’s dive in.

The University of Utah is on the verge of a seismic shift in college athletics, a first-ever private equity partnership that could redefine how a major athletic department operates.

Utah is closing in on a deal with Otro Capital that includes a nine-figure cash infusion and the creation of a for-profit entity, Utah Brands & Entertainment, to run key parts of the athletic department outside the traditional university structure. The new company would oversee ticketing, concessions, sponsorships, and athlete revenue-sharing, giving Utah a level of flexibility rarely seen in college sports.

The venture is expected to generate more than $500 million, fueled by Otro’s investment and equity purchases from a select group of donors. Utah will keep majority control, while Otro brings capital and seasoned operators to drive growth.

While other schools have built private revenue arms, none have partnered with an equity firm. Utah would be the first and its model could quickly become a blueprint as athletic departments face mounting financial pressures and a rapidly professionalizing landscape.

Pending final approval from the Board of Trustees, the deal could mark a turning point for the industry. This isn’t just new money, it’s a fundamentally new way of running college sports. (read more)

🔍 The ACC is still open to private equity, but the timeline remains uncertain.

💰 Tulane’s CFP matchup just delivered the biggest first-round payout on the board.

🏈 The NFL just greenlit a pro flag league, signaling where the sport is headed next.

👟 Nike renewed big with LSU and expanded its roster of athlete partnerships across the program.

🏀 The WNBA extended CBA talks, keeping negotiations alive into January.

🍿 Paige Bueckers and Chris Paul teamed up on a new venture that extends far beyond basketball.

⚽️ The NWSL is weighing a major salary shift that could change how teams keep their stars.

🌍 The 2026 World Cup will feature in-game breaks for the first time, opening new advertising windows.

🏒 The Golden Knights are restructuring their business leadership to push growth and digital strategy.

📺 YouTube is rolling out tools that could reshape how fans watch and navigate live sports.

🎓 A major NIL bill was pulled hours before the vote, leaving the landscape wide open heading into next year.

⚽️ NYCFC is partnering with Legends to shape the food experience at its $780M stadium, with dishes pulled from every NYC borough.

🏐 Texas is building a 6,000-seat volleyball arena that signals a new level of investment in the sport.

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