Get ready to meet the powerhouse behind SMU's brand elevation! SMU Athletics has just appointed Kimberly Spino as the Director of Trademarks and Licensing for Mustang Partners, a move that promises to take the university's brand to new heights. But here's where it gets exciting: Spino isn't just any executive—she's the current President of the International Collegiate Licensing Association (ICLA) for 2025-26, bringing nearly 15 years of unparalleled expertise in safeguarding and amplifying university brands. Her most recent role as Director of Licensing and Trademarks at Indiana University saw her team skyrocket royalty revenue by over 60% in just three years, a feat that’s turning heads across the industry.
'We’re thrilled to have Kimberly join us on the Hilltop,' said Brian Ullmann, Executive Deputy Athletic Director. 'Her deep-rooted experience in collegiate licensing and brand management, coupled with her leadership across multiple institutions, is exactly what we need to propel Mustang Partners and the SMU brand forward.' But here’s where it gets controversial: Can SMU replicate the staggering success Spino achieved at Indiana University, or will the unique challenges of a new institution test her proven strategies?
Before her tenure at Indiana, Spino made waves as the Brand, Trademarks, and Licensing Manager for the University of Texas System, where she generated over $1 million in royalty revenue, consistently outperforming industry standards and expanding retail opportunities across eleven institutions. And this is the part most people miss: Her ability to forge strong partnerships and develop unique branded products has become her signature, setting her apart in a competitive field.
Spino’s journey began with a two-year internship at Adidas, where she supported a $3 million annual contract for UCLA Athletics, managed budgets for 22 sports, and collaborated with international corporate teams to develop products based on student-athlete feedback. From there, she took on roles at Sam Houston State, where she served as gameday director for seven sports, crafted targeted sponsorship proposals, and executed large-scale events that bridged the gap between local licensees and campus buyers. Her diverse background also includes a BA in History from UCLA and a Master of Sports Administration from Ohio University, making her a well-rounded leader in the field.
But here’s the real question: As the first former National Association of Collegiate Directors of Athletics (NACDA) intern to serve as a NACDA Affiliate President, will Spino’s unique perspective revolutionize the way SMU approaches brand licensing? Only time will tell. One thing’s for sure—her appointment is a game-changer for SMU Athletics, and we can’t wait to see what she accomplishes next. What do you think? Is Spino’s track record a guarantee of future success, or will SMU’s distinct challenges require a whole new playbook? Let us know in the comments!
