College athletic programs are exploring new revenue streams to fund rising player costs, with private equity firms seeing opportunity in valuable sports brands. Red Bird Capital and Weatherford Capital are investing $12.5 million in the Big 12 conference for commercial development and offering $30 million credit lines to its 16 schools, including Texas Tech and Iowa State. However, the 10% interest rate has deterred borrowing so far. Notre Dame's deputy athletic director Aaron Horvath said the university rejects private equity partnerships, stating their mission focuses on student-athlete betterment over bottom-line returns. The 2021 Supreme Court ruling allowing athlete compensation transformed college sports into entertainment businesses, with athletes expected to earn $3.78 billion in 2026-27 and football rosters costing up to $50 million.

Conversely, the University of Utah partnered with Otro Capital to create Crimson Brand Partners, a $200 million entity managing commercial operations like sponsorships, ticketing, and digital media. Led by former New Orleans Saints and Pelicans executive Matt Webb, the venture aims to modernize Utah's 19 athletic programs while the university retains control over coaching, recruiting, and fundraising. Officials acknowledged the arrangement was a gamble, requiring months of legal review to ensure tax compliance and institutional protection.