SMU has launched Mustang Partners, a new revenue-generating division focused on pursuing revenue and brand opportunities to benefit both athletes and the athletic department.
With the full-service revenue, NIL and brand unit, SMU becomes the latest school to launch such a program in recent months — joining Clemson, Kentucky and Michigan State — as athletic departments look to expand revenue streams.
Mustang Partners’ portfolio will include sponsorships in collaboration with media and technology company Learfield, philanthropy, exclusive gameday experiences and ticket sales, and it will add commercial NIL, special events and trademark and licensing.
“Mustang Partners is a bold new chapter in the story of SMU athletics,” SMU Athletic Director Damon Evans said in a statement. “Today’s rapidly evolving collegiate athletics marketplace demands programs to be more innovative, more adaptable and more resolute in pursuing new opportunities and ideas. This new venture will position SMU at the forefront of the next era of collegiate athletics.”
SMU closed the 2025 fiscal year with “historic momentum,” according to its news release, led by a record-breaking year for the Mustang Club. The club raised $65,058,040 in cash gifts from 6,158 donors, the highest single-year cash total in SMU history.
The Mustangs also sold a record number of football season tickets in 2024, doubling 2023’s total and increasing revenue 157%. SMU also saw substantial increases in concessions (108%), parking (98%) and licensing revenue (120%).
Mustang NIL is a strategy to drive financial and branding opportunities for SMU athletes.
The division will focus on the development of new premium amenities within Gerald J. Ford Stadium, Moody Coliseum and other athletic venues. The school completed a market study to evaluate new premium areas within Ford Stadium this fall.
Mustang Partners expands on trademark and licensing activities, including the addition of the university’s first full-time director of trademarks and licensing.
The division will also focus on booking special events and concerts into SMU venues, as well as rentals of premium hospitality areas for corporate retreats, meetings and private events.
Brian Ullmann, executive director of athletics, will lead Mustang Partners’ staff of 60. The senior leadership team will include Alex Gary, deputy athletic director of external relations; Lauren Adee, deputy athletic director/chief marketing officer/chief revenue officer; and Sean Penix, senior associate athletic director/commercial strategy.