Affinity Partnerships

University Affinity Partnerships

Affinity Partners

Where does your mind go when someone mentions The University of Utah? Is it our world-renowned academic and research programs? Maybe our health-care system that is constantly ranked top 10 in the country? Or is it a memory from joining 45,000 loyal fans at Rice-Eccles Stadium? In any case, the Univerisity of Utah means something to you. That same influence reaches the hearts and minds of our community of students, faculty, staff, and the broader community of fans, patients, and campus visitors on a daily basis.

An Affinity Partnership with the university harnesses our influence and extends it to your business and vice versa, creating a mutually beneficial partnership. These partnerships encompass all areas of campus and often extend exclusive rights within business categories to be an official and exclusive partner of the university.

Our Approach


With 17 colleges, nearly 100 academic departments, 600 student clubs and countless support organizations ranging from the Alumni Association to Housing and Residential Education, the campus can be hard to navigate. Affinity Partnerships take the guesswork out of the equation to put your company front and center across campus. Each partnership goes through a rigorous process before being implemented so we understand where your partnership will have the largest impact on campus and how we can deliver that value back to you.

Identify strategic categories & scope of partnership

Identifying strategic categories and evaluating the merits and risks of each is the first step in creating campus-wide affinity partnerships. Strategic categories are selected based on the feasibility of implementing a partnership within a category and both the short and long-term needs of The University.

Research the business

Once a strategic category is identified, our team of business analysts and industry professionals researches the business category relying heavily on subject matter experts from across campus. During this step, we meet with companies and potential partners to understand how The University can add value to their business.

Formulate a plan

Affinity Partnerships come in all forms, from procurement agreements to naming rights, employee benefit programs and everything in between. After researching the business, we work with all stakeholders, on and off-campus, to determine an implementation plan which includes building a financial model, determining the scope of the partnership and soliciting feedback from all parties involved.

Present Plan

After gathering feedback from potential partners and socializing the partnership opportunity with all campus stakeholders, the finalized plan is presented to campus leadership and vetted by The Office of General Counsel before negotiations start. In some cases, a request for proposal may need to be issued.

Partnership Fulfillment & Brand Activation

Work is really just getting started once a deal is inked. Our team works closely with our partners to ensure we are delivering, and even exceeding, the value we have promised.


Affinity Partners

Get In Touch


Whether you would like to visit our beautiful campus in the heart of the Wasatch Mountains just 20 minutes from Salt Lake International Airport or have us come to you, we are here to share all of the amazing things happening at The University of Utah. Get in touch with us today to start exploring the value of a partnership with The U of U.

Affinity Contact Us