December 9, 2025 (Dallas, TX) – SMU Athletics announced today the formation of Mustang Partners, a new integrated revenue generation division. Mustang Partners is a full-service revenue, NIL, and brand unit designed to aggressively pursue revenue and brand opportunities in the rapidly changing collegiate athletics landscape.

Mustang Partners' portfolio will encompass all revenue-generating and marketing units, including sponsorships in collaboration with Learfield, philanthropy, premium gameday experiences, and ticket sales, and will add commercial NIL, special events, and trademark and licensing. Mustang Partners will also focus on expanding brand storytelling across new and innovative channels.

"Mustang Partners is a bold new chapter in the story of SMU Athletics," said Damon Evans, Director of Athletics. "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."

Mustang Partners will introduce four new areas:

• Mustang NIL is a comprehensive strategy to drive financial and branding opportunities for SMU student-athletes. Mustang NIL will integrate commercial opportunities with educational opportunities through the Department of Student-Athlete Success.
• Mustang Partners will focus on the development of new premium amenities within Gerald J. Ford Stadium, Moody Coliseum, and other athletic venues. A market study to evaluate new premium areas within Ford Stadium was completed in Fall 2025.
• Mustang Partners also expands on trademark and licensing activities, including the addition of the university's first full-time Director of Trademarks and Licensing, to lead efforts to maximize licensing and co-branding opportunities in the retail space.
• Mustang Partners will focus on booking special events and concerts into SMU athletic venues, as well as rentals of premium hospitality areas for corporate retreats, meetings, and private events.

 
Encompassing a staff of 60, Mustang Partners will be led by Brian Ullmann, Executive Deputy Director of Athletics, and a senior leadership team of Alex Gary, Deputy Athletic Director for External Relations, Lauren Adee, Deputy Athletic Director/Chief Marketing Officer/Chief Revenue Officer, and Sean Penix, Senior Associate Athletic Director/Commercial Strategy.

SMU Athletics closed the 2025 fiscal year with historic momentum across all areas of external support, led by a record-breaking year for the Mustang Club, which raised $65,058,040 in cash gifts from 6,158 donors — the highest single-year cash total in SMU Athletics history. Football season tickets and revenue also reached a record high, with 2024 season tickets doubling 2023's total and increasing revenue by 157%. In addition, SMU saw large increases in concessions (108% increase), parking (98%) and licensing revenue (120%) as the momentum continues to build on the Hilltop.