As part of the University of Utah’s efforts to generate sustainable funding for Utah Athletics while protecting its core missions of education and research, the U has established a clearer path for handling its relationships with outside organizations, especially those that involve scholarships and commercial sponsorships. The changes in process come with the official launch of Crimson Brand Partners (CBP), which began operations on July 1, 2026. As departments across campus navigate a new approach to university partnerships, here’s a look at what’s changing:

What is the biggest change?

Relationships with outside organizations can be classified as Qualified Sponsorships (charitable contributions as defined by the IRS) or corporate commercial sponsorships (advertising). Under the new process, those seeking support from corporate sponsors on behalf of the U must work with the Office of Advancement to determine if the proposed agreement is a Qualified Sponsorship or an advertisement. Because CBP is not a 501(c)(3), it will handle all marketing-related commercial sponsorships that do not qualify as charitable contributions. For answers to questions about how to work with the Office of Advancement in determining what qualifies as a charitable contribution, email advsponsorreview@utah.edu.

I run a student club on campus. Can I raise money for our activities?

If you would like to use the university’s 501(c)(3) status to solicit money from outside organizations, work with the Office of Advancement to determine what qualifies as a charitable, tax-deductible contribution. Students can contact their faculty advisors to connect with their designated Office of Advancement representative.

Why is it necessary to work with the Office of Advancement?

Working with the Office of Advancement can help avoid situations where agreements could be made that don’t align with IRS guidelines, or that conflict with other agreements that have previously been made. It also allows the U to track its donations and give organizations receipts for financial gifts. If an organization makes an agreement that is out of line with the guidelines for charitable contributions, the agreement may be rescinded.

What qualifies an agreement as a corporate sponsorship?

There are nuances to agreements that qualify as corporate sponsorships. For example, if a company sponsors an event, a department could put the company’s logo on their website, but they cannot include an active link to the sponsor’s site, because that is advertising. There are additional guidelines and exceptions that must be navigated through the Office of Advancement. The Office of Advancement is the only campus office authorized to determine the tax status of a sponsorship.

How will student experiences on campus change?

Academic and research activities are not impacted by the changes. In the past, some organizations created agreements with corporate sponsors to be able to host special events on campus. Those agreements, including agreements with “in-kind” benefits, will no longer be supported by campus because they do not qualify as charitable sponsorships. As a result, the way some student experiences are delivered may change.

Has the licensing process changed?

Internal licensing and retail licensing is overseen by Auxiliary Services and have not changed. Applications to become licensed are completed through the Collegiate Licensing Company.

Do U staff still go through licensed vendors to create branded materials?

Yes. That process has not changed. For more information on how to request approvals for that process, visit the university Trademarks and Licensing page. Any time a university mark or logo is used on a product, it must be produced by a licensed vendor, which ensures that merchandise aligns with brand standards and vendors meet a code of conduct, carry liability insurance and adhere to corporate social responsibility standards. Licensed vendors can be found through the Collegiate Licensing Company.

Is the licensing process more expensive now because of CBP?

No. A new royalty structure was introduced in July 2025, before CBP was created. On Oct. 1, the standard royalty rate for apparel sold directly to consumers will increase from 16% to 20%. Royalty rates for merchandise for internal consumption, both apparel and non-apparel, will stay at 10%. That rate applies to any tangible products with the university logo.

What items are subject to the royalty rate?

The royalty rate applies to any tangible product with the university logo or branding on it. The rate covers fees for registering trademarks and enforcing trademark infringement online. Printed flyers, paper materials or signage outside of a building are an exception to the royalty rate.