SMU Launches Mustang Coin With Krida Deal

SMU Athletics is making a bold move into the future of college sports engagement with the launch of SMU Mustang Coin, a new digital fan platform created through a multi-year partnership between Mustang Partners and Dallas-based Krida.

The deal gives SMU fans, students and student-athletes a new way to connect with the Mustangs through interactive experiences, rewards, game-day activations and exclusive access.

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In an era where college athletics is moving faster than ever, SMU is trying to get ahead of the curve instead of chasing it.

Krida was founded by Bhavesh Kalia, an SMU Cox School of Business graduate, which gives the partnership a local and alumni-driven edge.

The company focuses on digital engagement programs that help schools build stronger relationships with their fan bases through technology, community participation and reward-based experiences.

Brian Ullmann, SMU’s executive deputy director of athletics, called the project a true “By Mustangs, for Mustangs” partnership and said it fits Mustang Partners’ mission of finding “new, bold, untapped opportunities” to improve the fan experience.

That’s exactly what SMU is betting on here.

The Mustang Coin rollout will include several visible game-day features, including the “Coin Toss Presented by Krida”, Krida Fan Zones at select football games and additional fan engagement opportunities throughout the year.

Fans can also gain access to premium perks such as upgrades, field access and behind-the-scenes experiences.

The partnership also carries a meaningful NIL component for SMU student-athletes, giving the project more weight than a simple fan app or digital promotion.

Kalia said returning to SMU so soon after graduation to build something with the university is “incredibly special,” adding that the project is designed to create fresh opportunities for fans, students and Krida’s future.

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SMU students will also get a hands-on role. A group of 125 Sport Business Society students will receive Mustang Coin and gain real-world exposure to digital engagement technology.

The partnership was completed with support from Learfield, SMU Athletics’ multimedia rights partner.

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