I think some people are misinterpreting the tagline of the article. The University is making money off of the tribe's name because they make money from their brand while using the Ute name. The article is not saying that they are making money BECAUSE of using the name. I, and many other people who advocate for changing sports teams that use native imagery and mascots, would very much agree with the premise stated by some that "if you change the name something else, the fans and the alum ultimately wouldn't care and they would make about the same amount of money(minus probably the initial loss of some that would refuse to buy merch out of protest, but they would come back). In fact, that is one of my biggest arguments for changing Native American mascot names.

I think my biggest takeaway from the article is why does the Tribe have to fight so hard to receive support from the university for its youth's education when the university is being allowed to profit from its name and culture? From my reading of the article it feels like the university isnt living up to the spirit or intent of the MOU.