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Dallas Soccer Park Takes Shape Under Atlético Dallas Vision

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Club continues investment in North Texas soccer infrastructure with upgraded fields, new concessions, and future training headquarters at Dallas Soccer Park

One of North Texas’ most recognizable soccer facilities is entering a new era.

Formerly known as MoneyGram Soccer Park, the complex is now operating as Dallas Soccer Park as Atlético Dallas continues investing in improvements designed to enhance the experience for players, families, tournament organizers, and the broader soccer community.

Atlético Dallas officially assumed management oversight of the facility in January through an agreement with the City of Dallas and has since focused on elevating both the quality of the complex and the long-term vision for the park.

Located just minutes from downtown Dallas, Dallas Soccer Park remains one of the premier soccer destinations in the region, hosting leagues, tournaments, camps, training sessions, and community events across its 19-field complex.

As part of the transition, the facility has launched a new website at Dallas Soccer Park featuring updated information about the complex, upcoming programming, and event booking opportunities for teams, organizations, and tournament operators. While the Dallas Soccer Park name has already been updated across several platforms, including Google Maps, some third-party platforms and social location tags may still temporarily display the former MoneyGram Soccer Park name as systems continue updating over the coming weeks.

One of the most noticeable upgrades has been the continued improvement of the playing surfaces throughout the complex.

“The fields are in outstanding condition right now, and we’re continuing to make improvements every week,” said Zac Taylor, Director of Agronomy for Atlético Dallas. “Our goal is to provide consistently high-quality playing surfaces that athletes, clubs, and tournament organizers can take pride in.”

Additional upgrades are already underway across the complex, including the addition of a new concession stand near Fields 7 and 10 designed to better serve families and guests during tournaments and events.

The modular concession stand was delivered this past week and will be operational soon.

Atlético Dallas is also preparing to add a new 5,800-square-foot modular training facility featuring an industrial-inspired design aesthetic and mezzanine viewing level overlooking the training space. During the club’s first year, the facility will serve as Atlético Dallas’ first team training headquarters and operational base at Dallas Soccer Park before transitioning into a long-term home for Atlético Dallas Academy programming and player development initiatives.

The 5,800-square-foot modular training facility will serve as the team’s official training facility during the first year and will serve the Atlético Dallas Academy program afterwards. Rendering provided by Atlético Dallas.

“This project is about building a true soccer ecosystem that continues to grow with the club and the community,” said Bert Garcia, Chief Strategy Officer for Atlético Dallas. “From the fields and amenities to the training infrastructure and family experience, every improvement is being designed with long-term impact in mind. We want Dallas Soccer Park to be a place where players can develop, families can gather, and the broader soccer community can feel connected to the future of the game in North Texas.”

The upstairs mezzanine area is expected to provide a comfortable gathering and viewing space for parents and guests during academy training sessions, while portions of the facility may eventually be available for private events and community functions. Pioneer Sports & Entertainment oversees daily operations and staffing at Dallas Soccer Park on behalf of Atlético Dallas.

With continued investment into the fields, amenities, and future training infrastructure, Atlético Dallas views Dallas Soccer Park as a central hub for the continued growth of soccer across North Texas.

Construction Underway at Atlético Dallas’ Future Home in Expo Park

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Construction is officially underway on several key Atlético Dallas projects in Expo Park as the club continues building its long-term presence just steps from the historic Cotton Bowl.

Work is currently in progress at the club’s future headquarters and official retail shop located at 820 Exposition Ave., which will serve as the central hub for front office operations, fan engagement, and club merchandise ahead of Atlético Dallas’ inaugural USL Championship season in 2027.

In the meantime, supporters won’t have to wait long to begin experiencing the club’s growing footprint in the neighborhood. On Sunday, May 23, Atlético Dallas will open a temporary Team Shop a few doors down at 824 Exposition Ave. The pop-up shop will give fans an early opportunity to purchase merchandise and connect with the club in the heart of Expo Park throughout the World Cup.

Just across the street at 827 Exposition Ave., construction has also begun on The Den at Expo Park, the club’s future supporters bar and gathering space designed to bring fans together year-round for matches, events, and community experiences.

Next door at 829 Exposition Ave., crews are actively building Atlético Dallas’ new street court, which is expected to be completed in mid-June ahead of the FIFA World Cup festivities coming to Dallas this summer. The space will host small-sided tournaments, community programming, watch parties, and outdoor activations, including a temporary outdoor bar experience for fans and guests.

“This is where the vision starts becoming real,” said Bert Garcia, Chief Strategy Officer for Atlético Dallas. “What’s happening in Expo Park is bigger than construction projects. We’re building places where fans can gather, connect, celebrate the game, and experience what Atlético Dallas is all about long before our first match kicks off in 2027. Seeing the progress take shape in the shadow of the Cotton Bowl is incredibly exciting for everyone involved.”

For club co-founder and Chairman Matt Valentine, the work happening now represents an important milestone in turning years of planning into something tangible for supporters and the surrounding community.

“We’ve talked from day one about building more than a soccer team,” Valentine said. “We want Atlético Dallas to become part of the fabric of this city and part of the daily life of our supporters. Expo Park gives us an opportunity to create something authentic and community-driven in one of the most historic soccer areas in North Texas. To finally see construction happening and spaces beginning to take shape is a proud moment for all of us.”

The development marks another major step forward in Atlético Dallas’ vision to create more than just a soccer club by building a vibrant community destination centered around the game, culture, and the people of North Texas.

From the Sidelines to the World Stage: Atlético Dallas’ Zac Taylor Is Keeping the World Cup Field Alive

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As cameras focus on Dallas Stadium’s iconic pink grow lights and record-setting FIFA pitch, our Director of Agronomy is helping manage one of the most technically advanced playing surfaces in international sports.

By now, you’ve probably seen the photos: a lush green soccer pitch glowing pink inside AT&T Stadium, suspended grow lights hanging from the ceiling like something out of a sci-fi film. The venue, temporarily renamed “Dallas Stadium” for the 2026 FIFA World Cup, has captured the imagination of soccer fans and sports industry watchers alike.

Zac Taylor, Director of Agronomy
Zac Taylor, Atlético Dallas Director of Agronomy

What most people don’t know is that among the small team working every day to keep that living surface alive is one of our own: Zac Taylor, Director of Agronomy for Atlético Dallas.

Taylor is one of only a handful of DFW-area professionals involved in matchday and match day-minus-one operations at the venue. Dallas Stadium will host nine World Cup matches, more than any other city in the tournament. He was brought in by Precision Turf, an Atlanta-based specialist he has worked alongside since 2018, when a natural grass surface was first installed at AT&T Stadium for a MexTour match.

“I almost talked myself out of pursuing it,” Taylor admits. “I already had a lot on my plate with multiple facilities coming online at Atlético Dallas. Fortunately, our leadership team was incredibly encouraging and supportive, and having that backing made a huge difference.”

A Field Unlike Any Other

The pitch itself is a feat of engineering. A Kentucky bluegrass and ryegrass blend was grown on a farm in Colorado, harvested at roughly 1.5 inches, and transported roughly 800 miles to Arlington in 24 climate-controlled trucks over an 18-hour journey. Once inside the stadium, it was laid over a system of drainage, sand, and a SubAir ventilation network, sitting about two feet above the original concrete floor.

Because AT&T Stadium’s retractable roof blocks natural sunlight, the field relies on an array of pink LED grow lights manufactured by SGL and suspended from 18 ceiling rigs. It’s a setup FIFA has never used before at any World Cup venue anywhere in the world.

Taylor describes the combination of technologies as creating “a controlled microclimate inside the stadium.” The lights stimulate photosynthesis above the surface while the SubAir system manages oxygen, temperature, and moisture below it, together forming what he calls the “heartbeat” of the field.

Three specialized stitching machines are currently working around the clock in rotating crews, weaving nylon fibers into the turf to reinforce the surface for the rigors of nine elite matches. One machine was brought in from Iowa; the other two were shipped from Estadio Azteca. The process alone takes approximately four days to complete.

The pink glow of specialized LED grow lights illuminate the freshly laid sod inside of AT&T Stadium, May 14, 2026. Photo by Tom Fox, The Dallas Morning News
The Masters of Sports Turf

When asked to put the project in context, Taylor doesn’t hesitate:

“To me, this is the equivalent of what The Masters is to the golf industry. It represents the highest level of preparation, presentation, precision, and expectation within sports turf management.”

His day-to-day role during the grow-in phase involves monitoring turf health and moisture, coordinating around multiple simultaneous crews, and making agronomic decisions alongside FIFA’s appointed Site Venue Pitch Manager and Precision Turf leadership. Every call is data-driven: surface firmness measured by Clegg Hammer, ball bounce consistency tracked, recovery rates logged after each session.

“You’re not just maintaining grass,” Taylor says. “You’re managing an entire living system. Every layer underneath the field plays a role in creating a surface that is safe, stable, and capable of performing at the highest level.”

What It Means for Atlético Dallas

Taylor currently oversees 19 soccer fields at Dallas Soccer Park (formerly MoneyGram Soccer Park), a 120-acre city park that Atlético Dallas manages and where the club’s team will train throughout their 2027 inaugural season. [Read more about Dallas Soccer Park and the name change here]. His work there will eventually extend to Cotton Bowl Stadium when the club kicks off its inaugural season in Spring 2027, and to nearly 40 fields across multiple DFW facilities as the organization grows.

He’s already applying World Cup-level thinking at Dallas Soccer Park, where his team uses drone technology to capture NDVI imagery, detailed health maps of the turf that allow for targeted, precision treatments rather than broad applications across every field.

“Being around a World Cup-level operation only reinforces how important that approach is moving forward,” he says. “The more information you have about how the surface is responding, the better decisions you can make for both performance and player safety.”

When the opening whistle blows at Dallas Stadium on June 14, Netherlands vs. Japan, the first of nine World Cup matches on the pitch he has helped nurture, Taylor says he’ll feel something quieter than triumph.

“Honestly, I think it will just be a quiet sense of appreciation for being part of it,” he says. “Most of the work happens well before anyone is in the stadium or watching on TV. Seeing players step onto the surface and compete is a good reminder of why the attention to detail matters.”

NEWS: Atlético Dallas Names Jump as Founding Ticketing and Fan Experience Platform

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Dallas’s newest professional soccer club selects Jump to deliver a modern, no-fee ticketing and fan engagement experience ahead of 2027 debut at the Cotton Bowl

Atlético Dallas, the expansion USL Championship soccer club coming to the historic Cotton Bowl Stadium in 2027, today announced a multi-year partnership with Jump as its founding ticketing and fan experience platform. 

The partnership reflects Atlético Dallas’ commitment to building a supporter-first experience from the ground up, with a focus on simplicity, accessibility, and direct connection with the fans. 

Through Jump’s platform, Atlético Dallas will manage ticketing, pricing, and fan engagement in a unified system designed to streamline the purchase process and enhance the overall supporter experience from first interaction through matchday. Fans will pay the price they see with no service fees added at checkout.  

“It’s always been all about the fans for us since day one. Jump is a perfect partner for us, providing an elevated experience and zero ticketing fees for our fans,” said Sam Morton, Chief Commercial Officer and Co-Founder of Atlético Dallas. “We want to make sure that a $25 ticket isn’t loaded down with frustrating fees at checkout.”

As an expansion club, Atlético Dallas has the opportunity to establish its systems and processes with long-term scalability in mind. The Jump platform provides a centralized view of fan engagement, enabling the club to better understand and serve its growing supporter base over time. 

“Jump gives us the flexibility to build a simple, fan-friendly experience while we scale,” said Jocelyn Prieto, Head of Ticketing for Atlético Dallas. “It allows our team to focus less on process and more on building meaningful relationships with our supporters.” 

Jump’s platform supports a connected fan experience across ticketing, merchandise, and matchday interactions. Through AI-driven tools that assist with pricing, inventory, and personalized offers, the club can operate more efficiently while delivering a more tailored experience for fans over time.  

“Expansion clubs have a unique opportunity to build with intention from the start – a blank slate,” said Jordy Leiser, CEO and Co-Founder of Jump. “Atlético Dallas is taking a thoughtful approach to how they engage with their supporters, and we’re proud to power that vision.”

About Atlético Dallas

Atlético Dallas is a professional men’s soccer team coming to the historic Cotton Bowl in 2027 as part of the USL Championship. Co-founded by lifelong friends and soccer enthusiasts Matt Valentine and Sam Morton, the club is committed to building community through professional soccer while expanding access to the sport and creating economic and cultural impact across North Texas. 

About Jump

Jump is the unified fan experience and ticketing platform built for professional sports teams. Founded in 2021 by Marc Lore, Alex Rodriguez, and Jordy Leiser, Jump enables clubs to build direct relationships with fans, replacing a model that prioritizes transactions over engagement. Jump has partnerships across the NBA, MLB, WNBA, MLS, NWSL, USL, European Football, and NCAA.

MEDIA CONTACT:  Amber Freeland | 214-919-5256 |  media@atleticodallas.com | DOWNLOAD PRESS RELEASE

NEWS: Atlético Dallas Launches Free Elite Youth Academy, Creating Professional Development Pathway for North Texas Players

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Inaugural program opens to U9 and U10 boys, offering professionally coached elite training at no cost to selected players

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Atlético Dallas today announced the official launch of the Atlético Dallas Academy, the club’s new high-performance youth development program designed to identify, train, and elevate the next generation of elite soccer talent across North Texas.

The Academy establishes a clear and intentional pathway for young players to progress within the Atlético Dallas system, aligning with the club’s long-term vision as it prepares for its USL Championship debut in 2027. The inaugural class will launch in Fall 2026, beginning with U9 Boys and U10 Boys.

The Academy is completely free for selected players. There are no club fees, no league fees, no coaching fees, and no uniform costs.

“This is one of the most important things we will build as a club,” said Matt Valentine, Founder and Chairman of Atlético Dallas. “From the very beginning, we said that Atlético Dallas would be different. We’re building an Academy where the pathway is based on ability, work ethic, and potential – not financial means. We want every young player in this community to know that if they’re good enough, there’s a place for them here.”

The Academy will focus on advanced technical training, increased training intensity, and long-term player development, providing an environment designed to prepare athletes for the highest levels of the game. The Academy will be led by coaches Iván Cifuentes and Carlos Indiano, both products of elite European football academies – including Atlético de Madrid and Valencia CF – bringing a genuine professional standard to youth player development in Dallas.

“For us, this is about building the foundation of the club the right way,” said Brian Corcoran, Sporting Director of Atlético Dallas. “You can’t talk about building a professional club without investing in player development. The Academy allows us to work with young players early, establish the right standards based on our playing principles, and create a clear progression into the professional environment. Just as importantly, we’re doing it in a way that opens doors rather than closes them.”

North Texas is widely recognized as one of the most talent-rich soccer regions in the United States, yet access to elite training environments often comes at a significant cost. Atlético Dallas aims to challenge that model by prioritizing opportunity, inclusion, and long-term development.

Registration for Academy tryouts is now open. Players identified as candidates will be contacted by April 1, 2026, with open evaluation sessions running from April 6 through May 22. Final roster selections for both inaugural teams will be made by the end of May.

The Atlético Dallas Academy will train at the Dallas Soccer Park at Elm Fork (formerly MoneyGram Soccer Park), located at 2100 Walnut Hill Lane, Dallas, TX 75229.

For more information about the Atlético Dallas Academy, visit atleticodallas.com/academy.

MEDIA CONTACT:  Amber Freeland | 214-919-5256 |  media@atleticodallas.com | DOWNLOAD PRESS RELEASE

En Español

Atlético Dallas Lanza Academia Juvenil Elite Gratuita, Creando una Ruta de Desarrollo Profesional para Jugadores del Norte de Texas

El programa inaugural abre para niños U9 y U10, ofreciendo entrenamiento de alto nivel con entrenadores profesionales sin costo para los jugadores seleccionados

Atlético Dallas anunció hoy el lanzamiento oficial de la Academia Atlético Dallas, el nuevo programa de desarrollo juvenil de alto rendimiento del club, diseñado para identificar, entrenar y elevar a la próxima generación de talento élite en el norte de Texas.

La Academia establece una ruta clara e intencional para que los jugadores jóvenes avancen dentro del sistema de Atlético Dallas, alineándose con la visión a largo plazo del club mientras se prepara para su debut en el USL Championship en 2027. La primera generación comenzará en el otoño de 2026, iniciando con equipos de niños U9 y U10.

La Academia es completamente gratuita para los jugadores seleccionados. No hay cuotas de club, ni de liga, ni de entrenamiento, ni costos de uniformes.

“Esto es una de las cosas más importantes que vamos a construir como club,” dijo Matt Valentine, Fundador y Presidente de Atlético Dallas. “Desde el principio, dijimos que Atlético Dallas sería diferente. Estamos creando una Academia donde la ruta se basa en la habilidad, la ética de trabajo y el potencial, no en la capacidad económica. Queremos que cada joven en esta comunidad sepa que, si tiene el talento, aquí tiene un lugar.”

La Academia se enfocará en el desarrollo técnico avanzado, mayor intensidad en los entrenamientos y el desarrollo a largo plazo de los jugadores, creando un entorno diseñado para preparar a los atletas para los niveles más altos del juego. La Academia estará dirigida por los entrenadores Iván Cifuentes y Carlos Indiano, ambos formados en academias europeas de alto nivel — incluyendo Atlético de Madrid y Valencia CF — aportando un estándar verdaderamente profesional al desarrollo juvenil en Dallas.

“Para nosotros, esto se trata de construir la base del club de la manera correcta,” dijo Brian Corcoran, Director Deportivo de Atlético Dallas. “No se puede hablar de construir un club profesional sin invertir en el desarrollo de jugadores. La Academia nos permite trabajar con jóvenes desde temprano, establecer los estándares correctos basados en nuestros principios de juego y crear una progresión clara hacia el entorno profesional. Igual de importante, lo estamos haciendo de una manera que abre puertas en lugar de cerrarlas.”

El norte de Texas es ampliamente reconocido como una de las regiones con mayor talento futbolístico en los Estados Unidos, sin embargo, el acceso a entornos de entrenamiento de alto nivel a menudo tiene un costo significativo. Atlético Dallas busca cambiar ese modelo al priorizar la oportunidad, la inclusión y el desarrollo a largo plazo.

El registro para las visorías de la Academia ya está abierto. Los jugadores identificados como candidatos serán contactados antes del 1 de abril de 2026, y las sesiones abiertas de evaluación se llevarán a cabo del 6 de abril al 22 de mayo. Las selecciones finales de los planteles para ambos equipos inaugurales se realizarán a finales de mayo.

La Academia Atlético Dallas entrenará en el Dallas Soccer Park at Elm Fork (anteriormente MoneyGram Soccer Park), ubicado en 2100 Walnut Hill Lane, Dallas, TX 75229.

Para más información sobre la Academia Atlético Dallas, visita atleticodallas.com/academy.

NEWS: Synergy Sports Capital Launches With $150M Target Fund for Emerging Leagues

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Synergy Sports Capital Launches to Acquire Controlling Stakes in High-Growth Leagues, Teams and Sports-Driven Ventures

Builds on Early Win with Atlético Dallas USL Soccer Team, includes Heisman Trophy Winner and Former NFL Running Back Reggie Bush as a Partner in the Firm

HOUSTON–(BUSINESS WIRE)–Synergy Sports Capital (Synergy) today announced its official launch, introducing a private equity firm focused on high-growth emerging leagues outside the traditional Big 4, primarily in the lower middle markets with strong upside potential. The firm is targeting approximately $150 million in capital commitments for its inaugural fund, which will pursue controlling stakes in emerging leagues and related sports ecosystem assets.

Founded by Texas A&M record-setting wide receiver and second-round NFL draft pick Terrence C. Murphy Sr., the firm is built on the belief that the next era of value creation in sports will come not from minority stakes in mature franchises, but from controlling investments in leagues positioned for structural expansion and growth.

Terrence Murphy “We see a bigger opportunity in emerging leagues where fan bases are growing, media deals are expanding, and team values are still on the rise."

“Right now, most big investors are putting their money into established teams that are already priced at the top of the market,” said Murphy, Founder and Managing Partner. “We see a bigger opportunity in emerging leagues where fan bases are growing, media deals are expanding, and team values are still on the rise. In those environments, strong leadership and hands-on involvement can really move the needle over time.”

Murphy has already begun executing this strategy through bold investments in emerging professional sports, including joining the ownership group of Atlético Dallas, a rising professional soccer club in Texas. These rapidly emerging leagues signal a powerful wave of growth, fan engagement, and untapped investment opportunity sweeping across the U.S. sports landscape.

“From day one, Terrence and Synergy approached Atlético Dallas as long-term builders, not passive investors,” said Matt Valentine, Chairman and Founder of Atlético Dallas. “They understand how to connect team performance, fan growth, and real estate infrastructure development into one cohesive strategy, and that alignment is critical as we scale.”

Murphy’s path to launching the firm was shaped by adversity. After his NFL career was cut short by a career-ending injury during his rookie year, he transitioned into entrepreneurship, building a multi-billion-dollar real estate and investment platform spanning thousands of transactions, developments, and more than 100 portfolio companies inside of his Terrence Murphy Companies portfolio. He was also a founding member and on the board of Alumni Ventures, specifically, Texas A&M’s Venture Capital fund Ring Ventures fund I and II. That operating experience now informs Synergy’s approach to sports investment and ownership.

Synergy acquires and operates controlling stakes in high-growth leagues and teams, and integrates them into what it calls its Synergy Sports Operating System – a centralized platform that combines technology deployment, data analytics, media strategy, and stadium-anchored real estate development and sports-adjacent businesses. The model is designed to generate diversified revenue streams across the 3-pronged approach to investing, team operations, mixed-use projects, and sports-adjacent ventures.

Unlike traditional sports funds that rely primarily on long-term franchise appreciation, Synergy’s strategy emphasizes multiple monetization pathways, including real estate development and cash flow, media growth, and adjacent business expansion, to create earlier liquidity opportunities for their LP’s.

“Synergy stood out because they’re not just investing in teams – they’re actively shaping how they grow, operate, and scale, while building smart, long-term value around them,” said Heisman Trophy winner and former NFL running back Reggie Bush, a Partner in the fund. “Terrence brings the mindset of someone who has built businesses at scale over 20+ years, and that hands-on, conviction-driven approach is what makes this strategy so compelling.”

Bush also brings direct leadership ties within the emerging sports ecosystem through his involvement with The Athletes Tour, further expanding Synergy’s connectivity to athlete-driven leagues and next-generation sports properties.

Synergy is focused on leagues demonstrating measurable growth in viewership, sponsorship, and cultural momentum – particularly in women’s sports and next-generation formats – and is targeting sophisticated investors seeking growth-oriented exposure to the evolving sports landscape.

“We’re focused on buying and building the next big 4,” Murphy said. “We want to own, operate and integrate, which then builds true enterprise value.”

About Synergy Sports Capital

Synergy Sports Capital (Synergy) is a control-focused private equity investment firm that acquires and operates stakes in high-growth emerging leagues, building integrated platforms across team ownership, real estate, media, and operations to compound long-term enterprise value. The firm was founded by Terrence C. Murphy Sr., a Texas A&M record-setting wide receiver and second-round NFL draft pick turned entrepreneur who built a multi-billion-dollar real estate and investment platform spanning thousands of transactions and more than 100 companies started, acquired or invested in under the Terrence Murphy Companies portfolio. Synergy is focused on building and operating the next generation of sports institutions.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy securities, nor shall there be any sale of securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful under the securities laws of any such state or jurisdiction.

Media Contact for Synergy Sports Capital | Jamie Paster | Jamie.paster@trailrunnerint.com | 908-625-8107

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NEWS: Terrence Murphy Joins Atlético Dallas Ownership Group
INTERVIEW: Q&A with Terrence Murphy

Front Office Staff Expands in 2026

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Atlético Dallas Builds Executive and Operational Leadership Team Ahead of 2027 USL Championship Debut

Atlético Dallas continues to build out its executive and operational infrastructure ahead of its 2027 USL Championship debut, announcing additional leadership hires as the expansion club advances toward launch.

The appointments reflect the club’s strategy of combining experienced soccer operators, sports business executives, and industry specialists to establish a strong foundation in one of the country’s fastest-growing soccer markets.

“Building the right leadership team early is critical to establishing long-term success,” said Andrew Forrest, Chief Operating Officer. “We’re bringing together experienced professionals who understand how to launch and grow clubs the right way, from operations and infrastructure to fan experience and community impact.”

Technical Leadership

Peter Luccin — First Team Manager
Former La Liga veteran and longtime FC Dallas assistant coach Peter Luccin becomes the club’s first Team Manager, leading the technical vision and competitive culture as Atlético Dallas builds toward its inaugural season.

Executive Leadership

Andrew Forrest — Chief Operating Officer
Previously General Manager of USL Championship club El Paso Locomotive FC, Forrest brings extensive expansion and operational leadership experience to oversee club-wide execution and long-term growth.

Bert Garcia — Chief Strategy Officer
With a long career in sports operations and management, Garcia leads organizational strategy and long-term planning initiatives supporting the club’s development.

Dan Finn — Chief Counsel
Oversees legal affairs, compliance, and risk management as the organization scales operations.

Department Directors

Jocelyn Prieto — Head of Ticketing
Formerly with Louisville City FC, Prieto leads ticketing strategy and fan access planning ahead of the club’s inaugural campaign.

Amber Freeland — Director of Media & Communications
Moves from fractional to full-time role leading media strategy, communications, and brand messaging across the organization.

Zac Taylor — Director of Agronomy
Formerly with Dallas Trinity FC, Taylor oversees field operations and turf management, including playing surfaces at the MoneyGram Soccer Complex and Cotton Bowl Stadium.

James Moore — Director of Hospitality Services
Leads hospitality operations and premium guest experience development, including the opening of “The Den at Expo Park” gastropub coming in late summer 2026.

Operations & Commercial Staff

Jeremy Jones — Marketing Manager
Moved from Atlético Dallas Youth (formerly Renegades SC) to oversee digital marketing campaigns and fan engagement initiatives.

Wes Flores — Brand Creative Lead
Formerly with USL League One club AV Alta FC, Flores oversees creative direction and brand execution across social media, marketing and merchandise design.

Jaryn Parker — Community Relations Manager
Joins Atlético Dallas after working with the WNBA’s Dallas Wings and will lead community engagement initiatives throughout North Texas.

Sebastian Godoy — Senior Merchandise Consultant
Formerly with brands like Adidas and Under Armour, Godoy supports merchandise strategy and retail development.

Hector Sada — Partnership Associate
Supports sponsorship development and partnership activation efforts.

“As we prepare for our inaugural season, attracting experienced leaders from across the sports industry has been a priority,” said Matt Valentine, Founder and Chairman of Atlético Dallas. “This group brings proven expertise, strong relationships, and a shared commitment to building a club that represents North Texas at the highest level.”

Career Opportunities

Atlético Dallas front office and technical staff will continue to grow as the team prepares for its debut match in 2027. Staff members will be present at the UNT Frisco Career Fair on Tuesday, Feb. 24 and at the Dallas Stars Career Fair on Wednesday, Feb. 25 to scout potential candidates for open and future positions. To see the latest open positions, follow Atlético Dallas on LinkedIn and at Teamwork Online.  

A Packed House Welcomes Peter Luccin

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More than 200 supporters, media members, and community leaders gathered at Happiest Hour on February 12 to celebrate a defining moment in club history.

On a cool February evening in Uptown Dallas, more than 200 fans filled every seat and lined the walls for Atlético Dallas’ public celebration of newly appointed First Team Manager Peter Luccin. Applause erupted as Street FC founder and former MLS star Kyle Martino stepped onto the stage, joined by Founder and Chairman Matt Valentine and Sporting Director Brian Corcoran.

The loudest welcome of the night belonged to Peter Luccin.

Peter Luccin, first team manager, Atlético Dallas
A Tone-Setting Hire

The Fan Forum at Happiest Hour in the Harwood District marked the first major technical hire in club history. Read the full press release here.

During a fireside chat moderated by Martino, Luccin spoke candidly about the hiring process, why he chose Atlético Dallas, and the vision for building club culture from day one. He emphasized identity, accountability, and connection to the community – themes that will shape the foundation of the team as it prepares for its USL Championship debut in 2027.

When the conversation opened into a live Q&A, Luccin answered questions in both English and Spanish, drawing cheers from Spanish-speaking supporters and influencers in attendance. His bilingual engagement reflected the diversity of North Texas and reinforced the club’s commitment to building something that truly represents the community.

Luccin also shared his football philosophy, one rooted in creativity and trust.

“One of the most important things for us will be giving our players freedom. It is not just about tactics or formations. It is about allowing them to express themselves. I want our players to feel free to play, to enjoy the game, and to show their personality on the field. If we do that, I believe our supporters will enjoy the football we bring to Dallas. For me, the key word is freedom – freedom to play this beautiful sport.”

A Defining Leadership Moment

Luccin’s résumé speaks for itself. A former top-flight European professional and experienced MLS leader, his appointment signaled Atlético Dallas’ ambition and seriousness as it builds toward its inaugural season.

“We are extremely fortunate to have someone of Peter’s caliber join our club. You will see him on the world stage one day. That is how strong of a manager he is,” said Sporting Director Brian Corcoran, underscoring the significance of the hire.

Chairman Matt Valentine reinforced the club’s long-term vision and the importance of the supporters in building it.

“It means a great deal to us. Without the supporters and our supporters group, we cannot build what we want to build. They are the lifeblood of this club.”

Community at the Center

The evening was as much about the supporters as it was about the manager.

Much of the crowd was made up of members of The 1841 Founders Club, fans who have demonstrated their belief in the club by placing preseason ticket deposits. The Lunáticos Azules supporters group also came out in full force with banners and proudly debuted their first chant, filling the venue with energy and offering a glimpse of the passion that will define future matchdays.

Luccin remained long after the final applause, signing autographs, taking photos, and speaking one-on-one with supporters. He was among the last to leave, a gesture that reflected the culture Atlético Dallas is working to build. Accessible. Authentic. Community first.

Building Toward 2027

For Atlético Dallas leadership, the night was more than a celebration with fans and media. It was a declaration of intent.

With Peter Luccin at the helm, Atlético Dallas has taken its first significant step in defining the identity, competitive standard, and culture that will shape the club’s future.

If the energy inside Happiest Hour was any indication, fans are ready for this new chapter in Dallas sports.

For media inquiries, please email media@atleticodallas.com or call 214-919-5256.

En Español

Una Casa Llena Da la Bienvenida a Peter Luccin

Más de 200 aficionados, miembros de medios y líderes comunitarios se reunieron en Happiest Hour el 12 de febrero para celebrar un momento histórico para el club.

En una fresca noche de febrero en Uptown Dallas, más de 200 aficionados llenaron cada asiento y ocuparon todos los espacios disponibles durante la celebración pública de Atlético Dallas para presentar a su nuevo Director Técnico del Primer Equipo, Peter Luccin. Los aplausos estallaron cuando el fundador de Street FC y exestrella de la MLS, Kyle Martino, subió al escenario acompañado por el Fundador y Presidente Matt Valentine y el Director Deportivo Brian Corcoran.

Pero la ovación más fuerte de la noche fue para Peter Luccin.

Un Fichaje Que Marca el Tono

El Fan Forum en Happiest Hour, ubicado en el distrito Harwood, representó el primer gran fichaje técnico en la historia del club. Lea el comunicado de prensa completo aquí.

Durante una conversación tipo fireside chat moderada por Martino, Luccin habló abiertamente sobre el proceso de contratación, por qué eligió a Atlético Dallas y su visión para construir la cultura del club desde el primer día. Destacó la identidad, la responsabilidad y la conexión con la comunidad, temas que servirán como base del equipo mientras se prepara para su debut en el USL Championship en 2027.

Cuando la conversación pasó a una sesión abierta de preguntas y respuestas, Luccin respondió en inglés y español, provocando aplausos entre los aficionados e influencers hispanohablantes presentes. Su participación bilingüe reflejó la diversidad del Norte de Texas y reforzó el compromiso del club de construir algo que realmente represente a la comunidad.

Luccin también compartió su filosofía futbolística, basada en la creatividad y la confianza.

“Una de las cosas más importantes para nosotros será darles libertad a nuestros jugadores. No se trata solo de tácticas o formaciones. Se trata de permitirles expresarse. Quiero que nuestros jugadores jueguen con libertad, que disfruten el juego y que muestren su personalidad en la cancha. Si logramos eso, creo que nuestra afición disfrutará el fútbol que vamos a traer a Dallas. Para mí, la palabra clave es libertad, libertad para jugar este deporte tan bonito.”

Un Momento Clave de Liderazgo

El currículum de Luccin habla por sí solo. Exjugador profesional en la élite del fútbol europeo y con experiencia en la MLS, su nombramiento envió una clara señal sobre la ambición y seriedad de Atlético Dallas mientras se prepara para su temporada inaugural.

“Somos muy afortunados de contar con alguien del nivel de Peter en nuestro club. Lo verán algún día en el escenario mundial. Así de fuerte es como entrenador,” dijo el Director Deportivo Brian Corcoran, destacando la importancia de este fichaje.

El Presidente Matt Valentine reforzó la visión a largo plazo del club y la importancia de los aficionados para construirla.

“Significa muchísimo para nosotros. Sin los aficionados y nuestros grupos de apoyo, no podemos construir lo que queremos construir. Ellos son el alma de este club.”

La Comunidad en el Centro

La noche fue tanto para los aficionados como para el nuevo entrenador.

Gran parte del público estuvo conformado por miembros del 1841 Founders Club, aficionados que han demostrado su confianza en el proyecto al apartar depósitos para boletos de temporada. El grupo de animación Lunáticos Azules también se hizo presente con banderas y estrenó su primer cántico, llenando el lugar de energía y ofreciendo un adelanto de la pasión que definirá los futuros días de partido.

Luccin permaneció mucho tiempo después de finalizar el programa oficial, firmando autógrafos, tomándose fotos y conviviendo con los aficionados. Fue de los últimos en retirarse, un gesto que reflejó la cultura que Atlético Dallas busca construir. Cercana. Auténtica. Comunitaria.

Camino al 2027

Para el liderazgo de Atlético Dallas, la noche fue más que una celebración con aficionados y medios. Fue una declaración de intenciones.

Con Peter Luccin al mando, Atlético Dallas ha dado un paso importante para definir la identidad, el nivel competitivo y la cultura que marcarán el futuro del club.

Si la energía dentro de Happiest Hour fue una señal, la afición ya está lista para este nuevo capítulo en la historia deportiva de Dallas.

Para consultas de los medios de comunicación, envíe un correo electrónico a media@atleticodallas.com o llame al 214-919-5256.

NEWS: Atlético Dallas Appoints Peter Luccin as First Team Manager

by

Former international and La Liga veteran brings European pedigree and deep MLS experience as the club’s first on field leader as it builds toward its USL Championship debut

Para español, haga clic aquí.

MEDIA CONTACT:  Amber Freeland | 214-919-5256 |  media@atleticodallas.com | DOWNLOAD PRESS RELEASE

DALLAS (February 10, 2026) — Atlético Dallas today announced the appointment of Peter Luccin as the club’s first team manager, marking the organization’s first technical staff hire and a major milestone as the club continues building toward its inaugural USL Championship season.

Luccin brings a distinguished playing and coaching resume to Atlético Dallas, along with deep ties to the North Texas soccer community. He will lead the technical staff and will play a central role in shaping the team’s competitive identity, culture, and player development-driven philosophy in line with the club’s overall sporting vision.

DALLAS, TX: Peter Luccin named First Team Manager at Atlético Dallas. (Photo by Atlético Dallas)

“This role is about more than tactics or results – it’s about building something meaningful,” said Luccin. “Atlético Dallas represents a clear vision for what a modern club can be: competitive, connected to its community, and committed to developing players the right way. Being trusted to help lay that foundation is something I take very seriously.”

MADRID, SPAIN – MARCH 4: David Beckham (R) of Real Madrid is told off by Peter Luccin of Atletico Madrid after a hard tackle on Luis Perrea during a Primera Liga match between Real Madrid and Atletico Madrid at the Santiago Bernabeu stadium on March 4, 2006 in Madrid, Spain. (Photo by Denis Doyle/Getty Images)

A former French international, Luccin enjoyed a decorated professional career at the highest level, spanning more than a decade in Europe and Major League Soccer. He was the youngest member of France’s squad at the 1997 FIFA World Youth Championship and went on to make nearly 500 professional appearances, at some of the world’s biggest clubs like Atlético Madrid, Paris Saint-Germain and Marseille.

After finishing his playing career in the MLS with FC Dallas, Luccin transitioned into coaching, serving on the club’s technical staff and later stepping in as interim head coach during the 2024 season. His experience in the U.S. domestic top flight combined with his European background gives him a unique perspective on developing players and building teams.

“Peter understands what it takes to develop players and teams at the highest levels,” said Brian Corcoran, Sporting Director of Atlético Dallas. “He’s coached professionals, he’s worked closely with young players, and he knows this talent-rich market. That combination of experience, leadership, personality and character made him the right choice to help establish our football identity. We believe Peter is the right leader as we position Atlético Dallas to be a desired destination for players that match our ambitions.”

Luccin’s commitment to player development is reflected in his past work with emerging talent, including mentoring numerous Academy players that have established themselves at both the professional and International level.

As Atlético Dallas continues to build a community-first club with strong local and regional roots, Luccin’s appointment signals a clear emphasis on leadership, development, and long-term vision.

“From the beginning, we’ve said this club would be built with purpose,” said Matt Valentine, Chairman and Co-Founder of Atlético Dallas. “Peter brings credibility, humility, and a deep understanding of the game. Just as importantly, he believes in building something that reflects the community it represents. He’s the right leader to help guide us into this next chapter.”

Luccin will begin working immediately with club leadership to help shape technical standards, development pathways, and the long-term competitive vision for Atlético Dallas as the organization continues preparations for its USL Championship launch. 

The club will host a free public event on Thursday, Feb. 12 from 6-8 p.m. at Happiest Hour in Dallas. Club supporters are invited to celebrate and get to know Luccin during an open panel discussion moderated by Kyle Martino.

En Español

Atlético Dallas nombra a Peter Luccin como Director Técnico del Primer Equipo

Ex internacional y veterano de LaLiga aporta experiencia europea y profundo conocimiento de la MLS como el primer líder deportivo del club rumbo a su debut en la USL Championship

DALLAS (10 de febrero de 2026) — Atlético Dallas anunció hoy el nombramiento de Peter Luccin como director técnico del primer equipo, marcando la primera contratación del cuerpo técnico del club y un hito clave mientras la organización continúa su camino hacia su temporada inaugural en la USL Championship.

Luccin llega a Atlético Dallas con una destacada trayectoria como jugador y entrenador, además de fuertes vínculos con la comunidad futbolística del norte de Texas. Será responsable de liderar al cuerpo técnico y desempeñará un papel central en la construcción de la identidad competitiva del equipo, su cultura y una filosofía enfocada en el desarrollo de jugadores, alineada con la visión deportiva integral del club.

“Este rol es mucho más que tácticas o resultados; se trata de construir algo con significado”, dijo Luccin. “Atlético Dallas representa una visión clara de lo que puede y debe ser un club moderno: competitivo, conectado con su comunidad y comprometido con el desarrollo de jugadores de la manera correcta. Que confíen en mí para ayudar a sentar esas bases es algo que tomo muy en serio.”

Ex seleccionado nacional de Francia, Luccin disfrutó de una carrera profesional distinguida al más alto nivel durante más de una década en Europa y en la Major League Soccer. Fue el miembro más joven de la selección francesa en la Copa Mundial Sub-20 de la FIFA en 1997 y posteriormente disputó cerca de 500 partidos profesionales, defendiendo los colores de algunos de los clubes más importantes del mundo, como Atlético de Madrid, Paris Saint-Germain y Olympique de Marsella.

Tras finalizar su carrera como jugador en la MLS con FC Dallas, Luccin dio el salto a la dirección técnica, formando parte del cuerpo técnico del club y asumiendo posteriormente el cargo de entrenador interino durante la temporada 2024. Su experiencia en el máximo nivel del fútbol estadounidense, combinada con su formación europea, le brinda una perspectiva única para desarrollar jugadores y construir equipos competitivos.

“Peter entiende lo que se necesita para desarrollar jugadores y equipos al más alto nivel”, señaló Brian Corcoran, director deportivo de Atlético Dallas. “Ha entrenado a profesionales, ha trabajado de cerca con jóvenes talentos y conoce muy bien este mercado lleno de potencial. Esa combinación de experiencia, liderazgo, personalidad y carácter lo convirtió en la elección correcta para ayudarnos a establecer nuestra identidad futbolística. Creemos que Peter es el líder indicado para posicionar a Atlético Dallas como un destino atractivo para jugadores que compartan nuestras ambiciones.”

El compromiso de Luccin con el desarrollo de jugadores se refleja en su trabajo previo con talento emergente, incluyendo la mentoría de numerosos futbolistas de academias que hoy se han consolidado tanto a nivel profesional como internacional.

Mientras Atlético Dallas continúa construyendo un club con enfoque comunitario y profundas raíces locales y regionales, la llegada de Luccin envía un mensaje claro sobre la importancia del liderazgo, el desarrollo y una visión a largo plazo.

“Desde el inicio dijimos que este club se construiría con propósito”, afirmó Matt Valentine, presidente y cofundador de Atlético Dallas. “Peter aporta credibilidad, humildad y un profundo conocimiento del juego. Pero igual de importante, cree en crear algo que refleje a la comunidad que representa. Es el líder adecuado para guiarnos en este nuevo capítulo.”

Luccin comenzará a trabajar de inmediato con el liderazgo del club para definir los estándares técnicos, las rutas de desarrollo y la visión competitiva a largo plazo de Atlético Dallas, mientras la organización continúa con los preparativos para su debut en la USL Championship.

El club celebrará un evento público gratuito el jueves 12 de febrero, de 6 a 8 p.m., en Happiest Hour en Dallas. Los aficionados están invitados a acompañarnos para celebrar y conocer a Luccin durante un panel abierto moderado por Kyle Martino.

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