SMU is quietly kicking the tires on a Ford Stadium makeover that could sprinkle in more premium suites, club seats and upgraded hospitality as the school looks to lock in its growing Atlantic Coast Conference-era revenue. Athletic director Damon Evans has signaled the department is studying how to turn packed Saturdays on the Hilltop into something closer to a reliable business plan. For now, it is still talk and spreadsheets: SMU has not signed off on construction or set a timeline.
Reporting and Scope
Reporting by the Dallas Business Journal says the athletic department is weighing options to expand premium seating and other money-making amenities at Gerald J. Ford Stadium, framing the work as part of SMU's broader revenue push in its ACC era. According to that reporting, the school is evaluating new hospitality and premium-seat concepts aimed at capturing more corporate and donor spending at home games.
ACC Money Changes the Calculus
SMU's focus on fresh revenue streams follows a breakout first year in the ACC, when ticketing, concessions and donor giving all took a noticeable jump. According to SMU Athletics, the Mustang Club pulled in a record $65,058,040 in cash gifts while football ticket and game-day revenue climbed sharply. That surge has university leaders and boosters asking whether better stadium amenities can turn one-season heat into recurring income rather than a one-off sugar high.
What the AD Says
Evans has not exactly hidden the ambition. In an interview with The Dallas Morning News, he said he wants Ford Stadium to feel "like the Four Seasons" and that the department is "taking a hard look" at potential upgrades. He pointed to recent projects such as the Garry Weber End Zone Complex and the return to natural grass as examples of the rising standard on the Hilltop. Evans stopped short of putting a date on anything, stressing that stadium work remains in the assessment phase.
Business Plan: Premium Seats, Suites and a Commercial Arm
Behind the scenes, SMU has already set up a structure to chase that revenue. The athletic department launched "Mustang Partners" last December to centralize NIL, corporate partnerships, premium hospitality and licensing into one commercial shop. Sports Business Journal reports the division completed a market study for premium areas in fall 2025 and is focused on converting larger crowds into rentable, repeatable revenue streams. In practical terms, that points to near-term moves such as club-seat remodels, a limited number of new suites and more corporate hospitality options rather than a full bowl expansion.
Timeline and What Fans Can Expect
There is still no firm timetable for shovels in the ground. University officials describe the effort as an ongoing mix of analysis and fundraising. The push for upgraded premium seating is boosted by major donor activity, including roughly $50 million in commitments aimed at scholarships, NIL and revenue-sharing, according to The Dallas Morning News. For fans, that likely means a gradual rollout rather than a single big reveal: nicer club spaces, a handful of new suites and refreshed food and hospitality options sprinkled in over the next few seasons, all contingent on additional fundraising and the usual board approvals.
