Dallas, September 17, 2025
News Summary
Southern Methodist University has announced a shift from its longtime ‘Pony Up’ slogan as part of a rebranding strategy for its athletics program. This decision was confirmed during a private screening of a documentary focused on SMU sports. The university aims to emphasize a broader mustang identity, moving away from the specific phrase that has been integral to fan culture since 2007. The change has sparked significant backlash from supporters who value tradition, but university leaders maintain that core identities like the mascot, Peruna, will remain unchanged.
Dallas — Southern Methodist University is moving away from the long-standing Pony Up slogan as part of a broader athletics rebranding, a change announced by the SMU Board of Trustees chair at a private screening of a new documentary about the program.
Top points
The university has been quietly phasing out the Pony Up catchphrase across official channels for several months. The athletics flagship account on X stopped using the #PonyUp hashtag in May 2023, and the athletic director ceased personal use of the tag after mid-April. The board chair publicly confirmed the slogan is being discontinued during a private event tied to a documentary that premieres later this month.
What prompted the change
The rebranding was framed as a collaborative decision among senior athletics leaders and coaches to update the program’s public image. The stated aim is to place greater emphasis on the visual and thematic idea of wild mustangs rather than the specific rallying phrase that has been associated with the university since 2007. The leadership group named in the planning includes the athletics director and the head coaches for football and basketball, along with board-level representatives.
Reaction from fans and community
The announcement generated substantial negative feedback on social media. Many fans expressed disappointment and concern that the move represents a departure from university traditions. Those reactions were strong enough that university leadership described the level of backlash as surprising and acknowledged that the transition may be difficult for some supporters. The board chair indicated, in retrospect, that different wording might have been used during the announcement had the expected response been anticipated.
Leadership and responsibility
Many fans have attributed the rebranding choices to the university’s recently installed administration, which includes a new president and athletic director. University officials have said the decision was developed with input from head coaches and athletics leadership. At the same time, team leadership has indicated that the old catchphrase will remain an option for fans and that passionate fan support is welcomed.
Tradition and symbols that remain
Several longstanding elements of SMU identity are unaffected. The university’s mascot, Peruna, a Shetland pony that has served as a symbol since 1932, will remain in place. SMU also remains unique among the so-called power conferences in featuring a Mustang mascot, with only one other college team at the FCS level sharing a Mustang identity.
What is changing online and in marketing
Officials have started substituting other hashtags and slogans in official messaging, including #GoMustangs and #MustangsRun. Players have already been seen wearing alternate phrases on team apparel during travel, including shirts bearing a shortened rallying line used on a recent road trip to Missouri State.
Documentary and context
The announcement occurred at a private screening of a new documentary titled Thunder On: Resurgence of the SMU Mustangs, which makes its television premiere on September 21 at 2 p.m. CST. The film was proposed by a director known for sports storytelling and produced after extended negotiations with two production partners. The nearly two-hour film devotes a relatively small portion of its runtime to the program’s post-death-penalty era; roughly 15 minutes focus on that period. The documentary primarily highlights recent accomplishments, including a return to major postseason contention, and seeks to present an updated narrative of SMU athletics and identity.
Additional details
- The Pony Up phrase began as a 2007 marketing campaign and developed into a popular rallying cry paired with a hand gesture often called pony ears.
- University social accounts have been using alternative messaging since mid-2023.
- Production partners on the documentary include two named companies that participated after a lengthy negotiation process.
Background
The phrase that is being de-emphasized has long been intertwined with SMU fan culture and marketing. The current rebranding reflects a strategic shift by new athletic and university leadership to present a refreshed image intended to align with recent competitive successes. Officials acknowledge the importance of tradition while indicating the changes are intended to broaden the program’s identity rather than to erase its history.
FAQ
Why is SMU phasing out the Pony Up slogan?
The university is updating its athletics branding to emphasize a broader mustang image and has chosen to de-emphasize the specific Pony Up phrase as part of that strategy.
Who made the decision to discontinue the slogan?
The decision was described as collaborative among the board chair, athletics leadership, and the head coaches for the major programs. University leaders say the change reflects input from multiple stakeholders.
Will the mascot or other traditions change?
The mascot, Peruna, will remain. University officials have said that core traditions tied to the mascot and school identity will continue.
What hashtags are being used instead?
Official messaging has moved toward alternatives such as #GoMustangs and #MustangsRun, among other phrases.
When does the documentary premiere?
The documentary Thunder On: Resurgence of the SMU Mustangs premieres on September 21 at 2 p.m. CST.
How have fans responded?
Many fans reacted negatively on social media, expressing concern about losing a long-standing rallying cry; university leaders said the response was stronger than expected.
| Feature | Current Status / Detail |
|---|---|
| Pony Up slogan | Being de-emphasized in official messaging; phased out on key social accounts since mid-2023. |
| Official hashtags | Transitioning to #GoMustangs, #MustangsRun and similar tags. |
| Mascot | Peruna (Shetland pony) remains in place and unchanged. |
| Leadership | Rebranding decisions attributed to new university and athletics leadership working with head coaches. |
| Fan reaction | Significant negative feedback on social media; leadership acknowledged surprise at the backlash. |
| Documentary | Thunder On: Resurgence of the SMU Mustangs premieres Sept. 21 at 2 p.m. CST; focuses mainly on recent successes with limited runtime on historical penalty era. |
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Additional Resources
- Dallas News: SMU Phasing Out Pony Up
- Dallas News: 5 Thoughts from SMU vs. Missouri State
- Dallas News: SMU vs. TCU Matchup Details
- Wikipedia: Southern Methodist University
- Encyclopedia Britannica: Southern Methodist University
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