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The University of Utah's football team is good, right? Good reputation, solid record. But we're in a smaller market,

and we're in a conference that's trying to keep pace with the biggest programs in the country

for TV contracts and athletes. Yes, remember, college athletes can get paid these days,

and not just for what they do on the field. We're in that NIL phase. It stands for the other

things they get paid for, their name, image, and likeness. And when you're one of the little guys,

or any way, the littler guys, you've got to get creative. And this is as good an explanation for

the deal the university agreed to back in December that got the attention of all of college sports.

The University of Utah entered into this partnership with a private equity firm called OTROCHO Capital.

And under the arrangement, OTROTRO would invest millions into the program in exchange for a cut of concessions and ticketing, licensing, things like that.

It's an ownership stake for this so-called for-profit business to make money off

university sports.

And Matt Baker of The Athletic, that's the New York Times sports site, described it as the

clearest window yet into a complex model that is changing college sports.

This week, Baker explained to us how we got to this point.

The backstory for this goes back years and years and years.

Schools make a lot of money from football and men's basketball.

And the question is, how should players be compensated, if at all?

This is where collegiate sports should be.

What are the benefits that players should get?

They should be reimbursed for that.

And I was the, you know, I was the first NCAA president to sort of...

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