DALLAS – Mustang Partners today announced an innovative, multi-year partnership with Krida, a digital engagement platform founded by Bhavesh Kalia, a graduate of SMU's Cox School of Business. The agreement will launch the SMU Mustang Coin as a new fan engagement platform designed to connect Mustang fans, student-athletes, and students through interactive digital experiences and community-driven programming.
 
Krida is a Dallas-based platform redefining how universities engage with their fans in the modern era of college athletics. Built at the intersection of sports, culture, and digital engagement, Krida partners with schools to launch official digital fan engagement programs – such as the SMU Mustang Coin – that unlock interactive experiences, exclusive access, and rewards that deepen participation and strengthen community connection.
 
"This partnership is truly 'By Mustangs, for Mustangs' and we are so proud to support an SMU graduate and entrepreneur and join together as first movers in this exciting new space," said Brian Ullmann, Executive Deputy Director of Athletics. "Our partnership with Krida reflects Mustang Partners' focus on identifying new, bold, untapped opportunities that enhance the fan experience. In this hyper-competitive era of college athletics, it is critical for SMU Athletics to continue to innovate and create new opportunities."
 
"Returning to SMU just one year after graduating to build something meaningful with the university is incredibly special," said Bhavesh Kalia, Founder of Krida. "This partnership is about creating new ways for fans to engage, for students to learn, and for Krida to continue building for the future."
 
The partnership introduces interactive elements to the SMU game-day experience, including the "Coin Toss Presented by Krida," Krida Fan Zones at select football games, and additional fan engagement opportunities. Fans will also have access to premium experiences such as upgrades, field access, and behind-the-scenes opportunities, along with an integrated rewards-based engagement system. The partnership also includes a significant NIL component for SMU student-athletes.
 
The partnership also creates a hands-on learning opportunity for SMU students. A cohort of 125 students from SMU's Sport Business Society will receive SMU Mustang Coin to gain real-world experience with digital engagement platforms and emerging technologies.
 
The partnership was secured in collaboration with SMU Athletics by its multimedia rightsholder, Learfield – the leading media and technology company powering college athletics.