HOOK ‘EM HORNS: Steve Sarkisian and Wife L’Oréal Donate $2.5M, Bonuses, and Endorsements to Support Homeless Youths and children in Texas…
By: Austin Tribune News Staff | May 19, 2025
In a powerful and heartfelt gesture that has electrified the state of Texas and made waves nationwide, Texas Longhorns head football coach Steve Sarkisian and his wife L’Oréal Sarkisian have announced a monumental donation of $2.5 million to charities dedicated to aiding homeless and at-risk youth across the Lone Star State. The donation, along with pledged bonuses, incentives, and endorsement income, is being hailed as one of the most impactful philanthropic acts from a collegiate athletic figure in recent Texas history.
The Sarkisians’ act of kindness extends far beyond a single moment—it is part of a vision. A vision rooted in compassion, community, and a shared belief that no child in Texas should be left behind, especially not those who are without shelter, stability, or safety.
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A Bold Announcement in Austin
The announcement came during a special event hosted at the Austin Youth Empowerment Center, a nonprofit shelter and learning space for underserved children and teens. Surrounded by nonprofit leaders, players, student-athletes, and community advocates, Coach Sarkisian spoke emotionally about why this cause is so personal.
> “L’Oréal and I believe that we are blessed to be in the position we’re in—but with that blessing comes the responsibility to serve,” said Sarkisian. “Homeless youth aren’t invisible. They matter. Their future matters. And we’re committed to helping them find stability, support, and success.”
The $2.5 million donation will be distributed among five major organizations across Texas:
Austin Youth Empowerment Center (AYEC)
Dallas Youth Horizon Shelter
Houston Street2Success
El Paso RiseUp Homes
San Antonio Bridges Project
But this is only the beginning.
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Pledging Bonuses and Endorsement Profits for the Cause
The Sarkisians have also pledged to donate all postseason coaching bonuses from the 2025 and 2026 seasons—estimated at over $1.4 million—to these causes. In addition, the couple announced that a portion of income from endorsement deals and public appearances (an estimated $750,000 over three years) would be funneled directly into a Homeless Youth Empowerment Trust, a fund they are establishing with the help of UT financial partners and community nonprofits.
> “This is not a one-time check,” L’Oréal Sarkisian said. “This is a legacy. We’re creating a sustainable pipeline of support for the children of Texas—because they deserve our best.”
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L’Oréal’s Driving Passion
Though Coach Sarkisian is the face of Texas football, many in Austin know that L’Oréal Sarkisian has quietly been a powerhouse in the world of philanthropy. An advocate for youth empowerment, girls’ education, and racial equity, she has worked for years behind the scenes organizing mentorships, career fairs, and safe-space programs for underserved youth.
> “When we see a child sleeping under a bridge or struggling to focus in school because they’re hungry or afraid, that’s a failure of the system,” L’Oréal stated. “We want to be part of the solution—not just with words, but with action.”
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Impact Across Texas
The Sarkisians’ donation and commitments will have a broad and lasting impact:
Austin: The Youth Empowerment Center will expand its transitional housing program to include 30 additional beds and a new wellness center for trauma therapy.
Dallas: Youth Horizon Shelter will build a youth job training tech lab and launch a mentorship program powered by UT athletes and volunteers.
Houston: Street2Success will initiate a homeless prevention curriculum in schools aimed at identifying at-risk children before crisis hits.
El Paso: RiseUp Homes will break ground on its first permanent supportive housing campus, offering stability and educational access.
San Antonio: The Bridges Project will launch the Sarkisian Scholarship Fund, providing college tuition support for homeless or formerly homeless youth.
These are not token gestures. These are community-altering initiatives that will change the trajectory of thousands of lives.
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Longhorn Nation Responds with Pride
As word of the Sarkisians’ philanthropy spread, a wave of admiration swept through Longhorn Nation and beyond. Social media exploded with the hashtags #HookEmHearts, #SarkCares, and #TexasTogether, with fans, alumni, and players expressing their gratitude.
Former Texas legend Colt McCoy tweeted:
> “Coach Sarkisian and L’Oréal just raised the bar for what it means to lead with purpose. Proud to be part of the Longhorn family today. #HookEmHearts”
Texas Athletics Director Chris Del Conte released an official statement, saying:
> “Coach Sarkisian and L’Oréal have shown us all what it means to represent the Burnt Orange with honor, heart, and humanity. Their contribution is more than money—it’s a message to every student, fan, and Texan: you matter.”
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Student-Athletes Get Inspired
The ripple effects of the Sarkisians’ gesture were immediately seen among Texas student-athletes. Several players from both the football and basketball programs announced plans to start youth outreach programs, donate a portion of their NIL (Name, Image, Likeness) earnings, and mentor children through the Empowerment Center.
Linebacker Jaylen Ford said:
> “Coach preaches unity and purpose on the field, but today he showed us what it means to live that way off the field. I’m starting my own fundraiser this week to support Houston shelters.”
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Legacy in the Making: The Horns of Hope Initiative
The Sarkisians also announced the launch of a 10-year initiative called “Horns of Hope”, which aims to:
Build affordable housing units across urban and rural Texas counties.
Offer mental health services and educational support to 20,000 homeless youth.
Provide emergency food and clothing relief in schools.
Train coaches and teachers to identify signs of youth homelessness and neglect.
They’ve partnered with organizations like Feeding Texas, United Way of Central Texas, and H-E-B, and have already secured over $12 million in partner funding and commitments.
> “We can coach football and win championships,” Steve said. “But if we’re not helping build a better Texas for everyone, especially the most vulnerable, then what are we doing?”
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Conclusion: A Touchdown for Humanity
In a world that often celebrates winning games, Steve and L’Oréal Sarkisian have reminded us what it means to win hearts. Their donation is more than dollars—it’s hope, it’s healing, it’s a declaration that no child should be forgotten in the fight for a better tomorrow.
As the Burnt Orange banner continues to fly high in Austin, the Sarkisians have added a deeper shade of meaning to “Hook ‘Em Horns.” It now echoes not just in stadiums—but in shelters, classrooms, and hearts across the great state of Texas.
And for thousands of children facing the darkest of circumstances, Steve and L’Oréal just lit a fire of hope that will never go out.
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