Atletico Dallas and Trinity FC: Building Soccer's Future in Dallas

In North Texas, the landscape of professional sports is evolving, particularly in soccer, as Atletico Dallas and Dallas Trinity FC aim to capitalize on the afterglow of the World Cup. This dual-ownership model, spearheaded by Matt Valentine, is a rare occurrence in the region, where one owner manages two teams in the same sport. The acquisition of Dallas Trinity FC, which has been competing at the Cotton Bowl since 2024, marks a significant step in building a cohesive soccer identity in the city.

Valentine revealed that discussions about this ownership arrangement began in early 2026, culminating in a deal that made sense financially and strategically by May. This approach allows both clubs to share resources, reduce costs, and enhance their marketing efforts, creating a unified front in a competitive sports market.

Atletico Dallas, however, is still in the preparation phase, with its inaugural season set to kick off in early 2027 in the United Soccer League (USL) Championship, the second tier of American soccer. Meanwhile, Trinity FC is entering its third season, having made strides in the USL Super League but still facing challenges in gaining commercial traction and fan awareness compared to the more established National Women’s Soccer League.

Valentine candidly acknowledged the hurdles ahead, stating that despite reaching the playoff semifinals in both of its seasons, the club has yet to fill the Cotton Bowl with fans. He emphasized the importance of local support, urging soccer enthusiasts to attend games to ensure the longevity of women's professional sports in Dallas. "If you want to have a women’s professional sports team thrive in Dallas without buying tickets, it can’t last," he remarked.

On the men's side, Atletico Dallas made headlines with the signing of Mexican soccer icon Javier "Chicharito" Hernandez, a move that has generated significant media buzz. The announcement, strategically timed after the World Cup, aimed to leverage Hernandez's heightened profile following his role as a broadcaster during the tournament. This signing is not just a marketing ploy; it reflects a broader strategy to engage North Texas' Hispanic soccer community, which is crucial for the club's success.

Hernandez's impact on fan engagement strategy

Hernandez's arrival is expected to bring a wealth of experience and star power to the team, as he has played for some of the world's top clubs and is revered in Mexico. The club's marketing efforts have already seen a massive response, with reports of 3.5 billion media impressions following the announcement. This level of visibility is essential for building a fan base and establishing a strong identity in a city where many are still unfamiliar with the local soccer scene.

Affordability is another key aspect of Atletico and Trinity FC's strategy. In a market where attending major sporting events can be prohibitively expensive, both clubs are committed to providing accessible pricing. Average ticket prices range from $25 to $28, with some tickets available for as low as $18. This pricing strategy, along with reduced parking and concession costs, aims to attract a broader audience and encourage attendance.

Valentine is optimistic about the future, particularly with the upcoming women's World Cup in Brazil and the 2031 tournament set to take place in the United States. He sees these events as pivotal moments for raising awareness and interest in soccer in Dallas. "I feel like I’ve got four years to get strong footing underneath us to capitalize on that moment," he stated, highlighting the importance of building a solid foundation for both clubs before these significant tournaments.

As Atletico Dallas and Dallas Trinity FC work to establish themselves in the competitive landscape of professional soccer, their success will depend on effective marketing, community engagement, and the ability to provide a compelling product on the field. With strategic ownership and a focus on affordability, they are poised to make a lasting impact on the soccer scene in Dallas.