Utah sits close to the top of my list of schools I am bullish on over the next decade because of how they are structuring their operation. Crimson Brand Partners went live July 1, the first private equity deal to actually close in college athletics. Ticketing, sponsorship, licensing, and multimedia rights all sit under one operating company now, run by Matt Webb after 20 years on the pro side, with Mark Harlan chairing the board. Most schools sell campus partnerships and athletics partnerships through different groups, and Webb described what that does from the inside on a pod with my guy @HowieLongShort recently: "It's really tough to navigate those worlds, and what it really does is create competition internally where one group oftentimes wins." Utah can walk into a brand meeting with all of it now. "We're able to go and present the entirety of the campus. You're talking about 16 to 20 million interactions that a brand can have with people that call the university home, whether they're fans, alumni, they're coming here for a doctor's visit or work." That doctor's visit line is the part people are going to sleep on. University of Utah Health is five hospitals and 12 community health centers serving patients across six states, close to 31,000 jobs, roughly 2.5 million patient visits a year, and $13.7 billion in total economic output. One of the largest employers in the state sitting inside the same institution as the football team. A health system that size is also one of the biggest B2B buyers in the region. Pharmaceuticals, devices, imaging equipment, food service, linens, energy, construction, staffing, IT, waste hauling, insurance. Spend that shows up every month whether or not anybody buys a ticket. So the sponsorship conversation is only half of what's sitting there. Package the whole university and you can plug a partner into that buying power and that hiring pipeline, take real cost out of how they run their business, and share in what gets created. Utah just built the front door for both.