SMU’s $50 million pledge is a threat to TCU, Texas, Baylor, Texas A&M et al
The insanity and absurdity will one day slow down, or stop, but SMU is making sure rather than join the family of schools in search of a “solution,” it will play by a series of regulations that exist in the land of make believe.
SMU bought its way into power college sports, and now the Mustangs will attempt to buy its way to national titles.
On Friday, SMU announced that four families donated $50 million, as well as an initiative to raise an additional $50 million by the end of the year. All of these millions are designated to fund “scholarships, NIL advancement and revenue sharing,” SMU said in a statement.
(If you are part of the group that believes $100 million could do so much for groups that desperately need it, you are correct, but we can’t lose sight on the importance of beating Wake Forest in football).
The statement did not specify how much of this potential $100 million will go to football players, but 85 to 90 percent feels about right. Misplaced priorities aside, this type of money will be felt immediately in recruiting, and in the 2027 season on the field.
Where does TCU matchup with SMU?
Whatever margin between TCU and SMU that existed for the majority of this century is gone. These are two private schools in the same major metro area that compete in the third and fourth most visible conferences in college sports. Flip a coin as to which one - the ACC or Big 12 - is “superior.”
For years TCU justifiably didn’t give SMU much thought because there was no need, a line of thinking that now is out-dated. There is no way to slalom around what $100 million that is dedicated to the recruitment of players will do to an athletic department, and university.
A winning football team does a lot for a school. Ask TCU.
The momentum SMU created since it joined the ACC two years ago is undeniable, and this sort of donation ensures it won’t fade. That type of spending will find the most talented players available. And the players who aren’t immediately available. At least the players who like money.
The announcement in the summer of 2025 that schools could pay a maximum of $20.5 million to all of its students athletes was greeted with relief. That relief lasted a good four weeks. Turns out that $20.5 million is not a ceiling but a floor, and looking for more millions is putting a tremendous strain on all athletic departments.
The challenge for TCU, and so many other schools in major college sports, is finding more money to keep up with the money. This requires a few wealthy boosters who do not mind giving away their millions in return for the hope that their alma mater can win sporting events, usually football.
Fishing for NIL dollars has become the priority for coaches, athletic directors and university leaders all over the country. All parties agree it’s insane, and no one is doing much to change it.
A school like TCU has plenty of money, but a smaller number of boosters. Eventually, even the wealthiest, most able and eager donor tires of seeing the same number pop on their caller ID. According to some of the influential TCU types, they are done fielding these calls. At least one prominent booster has made it clear their donations are not to be used for NIL.
“Donor fatigue” is a common expression in power four athletic departments, not just TCU. This includes the big ones in TheBIGSEC10.
At least for now, SMU is not going through this.
SMU’s efforts will factor nationally
The money that SMU is receiving can do for the Mustangs what it did for Miami. From 2006 to 2023, Miami was a damaged, outdated brand. Didn’t matter the head coach, Miami was well behind ‘Bama, Ohio State and the rest of the teams it once routinely beat.
The transfer portal plus NIL brought back The U, and made Miami ACC proof. Miami is 23-6 in the last two seasons, and reached the national title game in January where it lost to Indiana. It was Miami’s first appearance in a national title game since 2002.
Miami plays in a “lesser conference” but the type of money it reportedly spent made the ‘Canes attractive to any player who is being courted by Texas, Ohio State, LSU, USC or any of the behemoth brands from the SEC and Big 10 that are the premier destination for the top players.
As long as you have access to the playoffs, and are offering top dollar, the talent will follow.
That is what the gift to SMU could potentially do for the Mustangs, and everyone in college football has to deal with it.
This story was originally published February 22, 2026 at 6:00 AM.
