The SMU Mustangs are attempting a bit of a state-wide branding process. Using its football team as its focal point, SMU will use billboards, train and bus wraps and airport signage to help garner more attention in the state.
Per the school's website:
“One of the roles of college athletics is to provide positive visibility and instill a strong sense of pride for SMU and the Dallas community,” said SMU Director of Athletics Rick Hart. “These efforts will dramatically increase the exposure of our brand to fans, alums, potential students and the general public.”
“As I've said since the day I was hired, we are focused on the state of Texas,” said SMU Head Football Coach Chad Morris. “This exposure will only help us as we spread our brand across Texas, and I know Coach (Tim) Jankovich, Coach (Travis) Mays and all our coaches are as excited as I am about this project.”
According to the university, another highlight of the program will be a 12-foot-by-12-foot sign at Dallas Love Field, where any of the 325,000 weekly travelers entering or leaving the terminal will be greeted by the school's branding.
Per the university:
The five-month project would not have been possible without the generous support of donors, including Bill Hutchison, Dick Anderson, Steve Lindley, Bill Armstrong, Steve Folsom, Bruce Robson, Steve Arata, Luke Crosland and others, and the hard work of another SMU alumnus, Lott McIlhenny.
Obviously, this is important for both the school and football program. With in-state brethren already having a stranglehold on much of the attention, this might go a long way in putting the university back in people's minds.
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