Utah Collective Surprises Basketball, Gymnastics Teams with New Cars

Crimson Collective gifts new wheels to men’s and women’s basketball, women’s gymnastics student-athletes

Two months after University of Utah's Crimson Collective surprised all 85 scholarship football players with custom pickup trucks - a moment that took the NIL world by storm, raising questions about Title IX and collective support - the Crimson Collective has now expanded their car gifting to include both Ute basketball teams and women's gymnastics athletes.

All eligible athletes - including walk-ons this time - will be able to choose a lease on either a 2024 Jeep Grand Cherokee L Limited Edition or a 2024 Ram 1500 Big Horn truck. This gifting is another collaboration between the Crimson Collective and its streaming app, Utah 360.

This activation is being touted as one of the largest team-wide NIL agreements in collegiate women's sports to date.

“As a former University of Utah gymnast, it's incredibly meaningful for me to support our female student-athletes, as well as our talented young men,” said Nicole Mouskondis, Co-CEO of Nicholas and Co. and board member of Crimson Collective. “When we began with the Crimson Collective, we envisioned an equitable platform that supports and connects all student-athletes, and particularly our women's teams. This initiative is not just about providing transportation; it's about showing all our student-athletes that their achievements and contributions to the community are equally celebrated, on and off the field.” 

View this post on Instagram

A post shared by Utah Crimson Collective (@utcrimsoncollective)

For every athlete who qualifies, Crimson Collective donors will cover leasing and insurance costs. 

“I grew up watching and dreaming of becoming a Lady Ute. Women’s gymnastics has been part of my life, and today I am so proud to be part of the Crimson Collective, which has, since its inception, been dedicated to honoring the women student-athletes of Utah, as well as the men. I hope my enthusiasm for these programs will be contagious as I cover them on the Utah 360° streaming app,” said Missy Marlow, former women’s gymnastic champion, former Olympian and NCAA gymnastics champion. 

The Utah 360° app, powered by For The Win 360°, is the Crimson Collective’s free streaming app featuring exclusive content. In conjunction with the latest car gifting, Utah 360° has expanded its content slate to now feature original programming focusing on women’s gymnastics and women’s and men’s basketball, led by Utah sports legends and storytellers including Marlowe, as the gymnastics ambassador, and Sean Mooney, as the basketball ambassador. 

“This historic offering is game-changing, particularly for women’s collegiate sports. Building off our success with Utes’ football, we're setting a new standard by enhancing support and expanding opportunities in collegiate athletics, paving the way for a more inclusive and equitable environment for all student-athletes,” said Derek Mattsson, CEO of For The Win 360°. “The technology and platform we’ve built at For The Win 360° have been instrumental in this historic initiative, not only with new opportunities for these incredible student-athletes but also by introducing a new avenue for donors and sponsors to support the students.”

Utah's women's basketball team is currently ranked No. 11 while women's gymnastics finished last season No. 5 in the country. Men's basketball is 7-2 after handing No. 13 BYU their first loss of the season.