DALLAS (November 7, 2025): SMU Athletics named Sean Penix Senior Associate A.D. for Commercial Strategy. Penix joins the Mustangs from Legends Global where he served as Vice President, leading revenue efforts across 40+ venues nationwide, including SoFi Stadium and AT&T Stadium.
 
"Sean Penix is an incredible addition to the SMU Athletics family," said Brian Ullmann, Executive Deputy Director of Athletics. "Considered one of the most creative revenue thinkers in the sports industry, Sean brings a dynamic mix of experience across hospitality, sports, and entertainment sectors to the Hilltop. This strategic hire once again signals the continued momentum of the Mustangs."

In this revenue-growth focused position, Penix will manage all commercial NIL strategies, corporate partnerships (overseeing Mustang Sports Properties/Learfield), and trademarks and licensing. He will serve as a member of the athletics director's senior leadership team. 

"I'm so thrilled for this opportunity to join SMU at such a pivotal and dynamic time in college sports," said Penix. "The collegiate athletics landscape is perfectly situated for new, creative and innovative approaches to revenue and SMU fully embraces a bold approach. I'd like to thank Damon Evans and Brian Ullmann for the opportunity to join the Mustangs."
 
Penix's hybrid positions worked at the intersection of Legends and the Dallas Cowboys. In a 14-year career with Legends and the Cowboys, Penix drove revenues across private events, experiences, ticketing, digital marketing, group sales, tour revenue and hospitality. He started the tour business at The Star, the Dallas Cowboys training facility in Frisco, leading to $50M+ in combined revenue from tours and private events since 2018. He also oversaw Collegiate Partnerships for Legends, overseeing 16 collegiate programs under Legends Global Sales division.
 
Penix is a graduate of the University of Arkansas with a BS in Marketing and Management, where he played defensive back for the Razorbacks alongside then-offensive graduate assistant Rhett Lashlee.
 
Joining Penix on the Hilltop is wife Julianne and three daughters, Millie, Maeva and Mika.