SMU hired veteran revenue executive Derek Gossler to drive fundraising, ticket sales and premium growth as the Mustangs expand their ACC ambitions.
SMU Athletics isn’t hiding what matters in the modern college sports arms race: winning takes money, and the Mustangs just hired someone whose resume is built around generating it.
SMU has named Derek Gossler Senior Associate Athletic Director for Revenue Generation, adding a veteran administrator with more than 15 years of experience in fundraising, ticketing, premium seating and commercial strategy as the Mustangs continue building their profile in the ACC.
For a program trying to turn Dallas into an even bigger competitive advantage, the hire makes plenty of sense.
Gossler arrives from Wyoming, where he spent four years as Senior Associate A.D. for Development and Chief Revenue Officer.
During his tenure, the Cowboy Joe Club produced record levels of cash and pledges, while the athletic department reached new highs in premium seating and overall ticket revenue.
Now he'll try to bring that same growth mindset to the Hilltop.
“Derek has a proven track record of growing revenue and finding innovative ways to maximize opportunities across an athletics department,” SMU Deputy Director of Athletics and Chief Marketing and Revenue Officer Lauren Adee said.
The track record goes well beyond Wyoming.
At Air Force from 2017-22, Gossler helped oversee five consecutive record fundraising years while managing a broad portfolio that included marketing, ticket sales, premium seating, advertising, digital media and fan experience.
Before that, he played a role in one of Arizona State's biggest fundraising pushes. The Sun Devil Club raised $86 million during fiscal year 2015, while membership climbed past 16,000. Gossler also worked with donors whose $32 million in contributions helped launch Arizona State men's hockey.
His earlier stops included UNLV and Arizona, giving him experience across multiple athletic departments and revenue models.
That background arrives at a critical time for SMU.
The Mustangs are competing in the ACC, operating in one of the nation's largest and wealthiest markets and trying to capitalize on growing attention surrounding their athletic programs.
In today's college landscape, success isn't just about filling stadiums. It's about maximizing donor relationships, premium experiences, corporate partnerships and every available revenue stream.
Gossler made it clear that's exactly what he's coming to Dallas to attack.
He said he wants to “grow revenue through innovation and collaboration” while strengthening relationships with fans, supporters, partners and the Dallas community.
SMU has spent years pushing aggressively toward the national stage. This hire suggests the Mustangs aren't easing off the accelerator now that they've reached it.
