SMU Athletics Names Sean Penix Senior Associate A.D. for Commercial Strategy

By: Marc Henry Via Mustang Wire

Former Legends and Cowboys Executive to Oversee NIL, Corporate Partnerships, and Licensing Initiatives

DALLAS (November 7, 2025) — SMU Athletics has appointed Sean Penix as its new Senior Associate Athletics Director for Commercial Strategy, a key leadership role focused on accelerating the Mustangs’ revenue growth and brand impact.

Penix joins SMU from Legends, where he served as Vice President and led revenue generation across more than 40 venues nationwide, including SoFi Stadium and AT&T Stadium.

“Sean Penix is an incredible addition to the SMU Athletics family,” said Brian Ullmann, Executive Deputy Director of Athletics. “Recognized as one of the most creative revenue minds in the sports industry, Sean brings a unique blend of experience in hospitality, sports, and entertainment. His addition reflects the continued momentum of SMU Athletics.”

In his new role, Penix will direct SMU’s commercial NIL strategy, corporate partnerships, including oversight of Mustang Sports Properties/Learfield—and trademarks and licensing. He will also serve on the athletics department’s senior leadership team.

“I’m thrilled to join SMU at such a transformative time in college athletics,” said Penix. “The industry is evolving rapidly, and SMU is clearly embracing bold, innovative approaches to growth. I’m grateful to Damon Evans and Brian Ullmann for the opportunity to be part of the Mustangs’ vision.”

During his 14-year tenure with Legends and the Dallas Cowboys, Penix played a pivotal role in expanding revenue streams across private events, experiences, ticketing, digital marketing, and hospitality. He launched the tour business at The Star, the Cowboys’ world headquarters in Frisco, generating more than $50 million in combined revenue from tours and private events since 2018. He also oversaw Collegiate Partnerships for Legends, managing 16 collegiate programs within the company’s Global Sales division.

A graduate of the University of Arkansas with a degree in Marketing and Management, Penix played defensive back for the Razorbacks, where he competed under then-offensive graduate assistant Rhett Lashlee, now SMU’s head football coach.

Penix will be joined in Dallas by his wife, Julianne, and their three daughters, Millie, Maeva, and Mika.