Dallas-based Krida, a startup providing digital engagement for university communities, has partnered with Southern Methodist University to launch the SMU Mustang Coin—calling it “the first officially sanctioned fan engagement platform of its kind in U.S. collegiate athletics.”

Coming soon to iOS and Android platforms, the SMU Mustang Coin gives Mustang students, alumni, and fans access to “a new suite of experiences, rewards, and interactive content to deepen participation in the SMU community,” Krida said.

The ‘coin’ works as a credential

The SMU Mustang Coin is a utility access credential—a digital tool designed solely to unlock experiences, content, and rewards within the Krida platform, the startup said. Krida noted that the coin “is not” a security, investment contract, or financial instrument, and it doesn’t doesn’t confer any financial rights, ownership interest, or expectation of profit.

It’s also not intended for investment or speculative purposes, Krida said.

What the coin does aim to do is to create “a more connected and participatory fan experience—one that extends beyond traditional tickets and merchandise.”

Exclusive benefits, BTS content, and curated experiences

Users will be able to earn and redeem digital access units for exclusive benefits, including priority access to events, behind-the-scenes content, and curated experiences with a growing network of brand partners, Krida added, saying the platform aims to 

Krida called the SMU Mustang Coin “a new model for fan engagement in college athletics,” where digital access and community participation are integrated into the core of the fan experience. Krida’s platform aims to provide a framework for sustained fan engagement and deeper community participation rooted in shared school spirit.

Krida Founder Bhavesh Kalia, an SMU finance graduate who grew up in Dallas, called the city “a place where waiting for opportunities isn’t in the culture—you go out and make it happen.”

“That mindset ultimately led me to found Krida,” the founder added in a statement. “At the core, I saw something missing. Universities have passionate fan bases, but no real way for fans to participate beyond showing up or wearing a jersey.”

Kalia said the SMU Mustang Coin “isn’t just a coin. It’s a new relationship between universities and the communities that already love them. Starting with SMU isn’t just strategic—it’s personal—it’s about giving back to the city that gave me everything.”

Innovating in a ‘hyper-competitive era of college athletics’

Brian Ullmann, SMU’s executive deputy director of athletics, called the partnership “truly ‘By Mustangs, for Mustangs’” and said the university is “proud to support a SMU graduate and entrepreneur and join together as first movers in this exciting new space.”

“Our partnership with Krida reflects Mustang Partners’ focus on identifying new, bold, untapped opportunities that enhance the fan experience,” Ullmann added in a statement. “In this hyper-competitive era of college athletics, it’s critical for SMU Athletics to continue to innovate and create new opportunities.”

Additional university partnerships are expected to be announced ahead of Krida’s broader platform rollout this summer, Krida said, calling the launch with SMU “the first step in a larger vision to redefine fan engagement across college athletics.”

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