SMU generates historic revenue increases in ACC debut
Posted: Mon Jun 30, 2025 12:21 pmFrom SMUMustangs.com:
SMU generates historic revenue increases in inaugural ACC season
DALLAS — 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.
The Mustang Club's total represents a $10 million increase over last year's then-record $55 million, and reflects a 31% year-over-year increase in total donors. Over the past five years, the Mustang Club has seen cash giving rise from $18 million to $65 million, while the number of unique donors has tripled, growing from 2,048 in 2020 to 6,158 in 2025. This year's fundraising was punctuated by 19 seven-figure and 62 six-figure outright cash gifts, exceeding last year's 14 seven-figure gifts and closely matching its 63 six-figure gifts.
"These results are a powerful reflection of what happens when vision, momentum, and belief all align," said Damon Evans, Director of Athletics. "Our Mustang Club donors continue to lead the way—investing boldly in our programs, our student-athletes, and our future in the ACC. I'm grateful for the leadership of our fundraising team and the confidence of our supporters across the country."
This announcement follows the successful conclusion of the university-wide campaign SMU Ignited: Boldly Shaping Tomorrow, which launched in 2021 and recently closed more than three years ahead of schedule. SMU Ignited raised over $1.64 billion from 67,500+ donors, becoming one of the largest fundraising campaigns in the history of private universities in Texas.
"We didn't just enter the ACC—we confidently announced our arrival," said Josh Whittenburg, Associate A.D. for Development. "Nowhere is that more evident than in the generosity of our donors. They saw a need and answered the call. I'm inspired by their commitment, and the growth we've experienced is a direct reflection of their belief in SMU's future."
In addition to fundraising records, SMU Athletics saw gains across ticketing, engagement, and game day experience topping the FBS schools for year-over-year increase in attendance for football and coming in number two in the Power 4 for total football fan growth. SMU also saw the first-ever sellout for volleyball and increased women's basketball season-ticket sales by 103%.
The year was also highlighted with the addition of $12.3 million dollars in increased revenue generated to the department outside of philanthropic giving to the University.
"This year was historic for SMU Athletics in many ways," said Deputy A.D./Chief Revenue Officer, Lauren Adee. "Seeing the growth and momentum build over the years has been truly remarkable. I'm thankful for our amazing fans and donors who continue to support the Mustangs."
Note: SMU announced $159 million in gifts and commitments in FY2024, including both cash and multi-year pledges—a total bolstered by the University's ACC invitation and the First Week Society which pledged an unprecedented $100 million in the first week following the announcement. The $65M figure for FY2025 reflects actual cash received, setting a new record for dollars-in-hand.
Revenue And Attendance Milestones In 2024-25
Mustang Club all-time high of $65,058,040 in cash gifts
Mustang Club record 6,158 donors
Season ticket-related gifts reached an all-time high of $11.3 million, up from $7.86 million in FY24
No. 1 in FBS for Year-Over-Year (YOY) % Increase in Attendance
No. 2 in the Power 4 for Total Football Fan Growth (+10,000 per game)
258,563 Ford Stadium Season Attendance Record
99% Increase in Football Season Tickets Sold
157% Increase in Football Ticket Revenue
98% Increase in Parking Revenue
108% Increase in Concessions Revenue
120% Increase in Licensing Revenue
First-Ever Sellout for Women's Volleyball
62% Increase in Women's Basketball Revenue
103% Increase in Women's Basketball Season Tickets
62% Increase in Men's Basketball Ticket Revenue
500% Increase in Men's Basketball Mini Plan Sales
50.3% Increase in attendance for FB, VB, MSOC, WSOC, MBB, WBB (411,400)
SMU generates historic revenue increases in inaugural ACC season
DALLAS — 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.
The Mustang Club's total represents a $10 million increase over last year's then-record $55 million, and reflects a 31% year-over-year increase in total donors. Over the past five years, the Mustang Club has seen cash giving rise from $18 million to $65 million, while the number of unique donors has tripled, growing from 2,048 in 2020 to 6,158 in 2025. This year's fundraising was punctuated by 19 seven-figure and 62 six-figure outright cash gifts, exceeding last year's 14 seven-figure gifts and closely matching its 63 six-figure gifts.
"These results are a powerful reflection of what happens when vision, momentum, and belief all align," said Damon Evans, Director of Athletics. "Our Mustang Club donors continue to lead the way—investing boldly in our programs, our student-athletes, and our future in the ACC. I'm grateful for the leadership of our fundraising team and the confidence of our supporters across the country."
This announcement follows the successful conclusion of the university-wide campaign SMU Ignited: Boldly Shaping Tomorrow, which launched in 2021 and recently closed more than three years ahead of schedule. SMU Ignited raised over $1.64 billion from 67,500+ donors, becoming one of the largest fundraising campaigns in the history of private universities in Texas.
"We didn't just enter the ACC—we confidently announced our arrival," said Josh Whittenburg, Associate A.D. for Development. "Nowhere is that more evident than in the generosity of our donors. They saw a need and answered the call. I'm inspired by their commitment, and the growth we've experienced is a direct reflection of their belief in SMU's future."
In addition to fundraising records, SMU Athletics saw gains across ticketing, engagement, and game day experience topping the FBS schools for year-over-year increase in attendance for football and coming in number two in the Power 4 for total football fan growth. SMU also saw the first-ever sellout for volleyball and increased women's basketball season-ticket sales by 103%.
The year was also highlighted with the addition of $12.3 million dollars in increased revenue generated to the department outside of philanthropic giving to the University.
"This year was historic for SMU Athletics in many ways," said Deputy A.D./Chief Revenue Officer, Lauren Adee. "Seeing the growth and momentum build over the years has been truly remarkable. I'm thankful for our amazing fans and donors who continue to support the Mustangs."
Note: SMU announced $159 million in gifts and commitments in FY2024, including both cash and multi-year pledges—a total bolstered by the University's ACC invitation and the First Week Society which pledged an unprecedented $100 million in the first week following the announcement. The $65M figure for FY2025 reflects actual cash received, setting a new record for dollars-in-hand.
Revenue And Attendance Milestones In 2024-25
Mustang Club all-time high of $65,058,040 in cash gifts
Mustang Club record 6,158 donors
Season ticket-related gifts reached an all-time high of $11.3 million, up from $7.86 million in FY24
No. 1 in FBS for Year-Over-Year (YOY) % Increase in Attendance
No. 2 in the Power 4 for Total Football Fan Growth (+10,000 per game)
258,563 Ford Stadium Season Attendance Record
99% Increase in Football Season Tickets Sold
157% Increase in Football Ticket Revenue
98% Increase in Parking Revenue
108% Increase in Concessions Revenue
120% Increase in Licensing Revenue
First-Ever Sellout for Women's Volleyball
62% Increase in Women's Basketball Revenue
103% Increase in Women's Basketball Season Tickets
62% Increase in Men's Basketball Ticket Revenue
500% Increase in Men's Basketball Mini Plan Sales
50.3% Increase in attendance for FB, VB, MSOC, WSOC, MBB, WBB (411,400)