SALT LAKE CITY — The University of Utah unveiled new Chuck-A-Rama-branded football alternate uniforms Tuesday after the buffet chain emerged as the surprise winner of one of the most competitive NIL sponsorship bids in school history.
Sources familiar with the negotiations said Chuck-A-Rama ultimately beat out competing offers from Delta Air Lines, Adobe, Mountain America Credit Union and Swig after executives arrived at the final pitch carrying complimentary dinner rolls and honey butter for everyone in attendance.
“At that point, the room kind of turned,” one person familiar with the process said. “They never really recovered.”
University officials described the partnership as “unexpected but financially compelling,” adding that the company demonstrated an exceptional understanding of Utah’s culture and fan base.
Financial terms of the agreement were not disclosed, though the agreement includes Chuck-A-Rama discount buffet punch passes for participating student-athletes.
The uniforms are expected to debut later this season.
