Press Release

A new era begins as official crest, colors, and team name
unveiled as part of a community-wide celebration in downtown Garland

Para español, haga clic aquí.

RICHARDSON, Texas (May 2, 2025) — A new era of professional soccer is coming to North Texas. USL Dallas officially unveiled its new identity as Atlético Dallas this evening during a vibrant community celebration in downtown Garland. The brand reveal featured live music, a fan parade, exclusive merchandise, and appearances by beloved local personalities.

The event coincided with the Music Made Here concert hosted by Visit Garland featuring Grupo Los de Chiwas and La Nueva Estrategia. Festivities began with the Ben & Skin Show on 97.1 The Eagle, broadcasting live from Fortunate Son this afternoon. The live music began at 7:00 p.m., followed by the official brand unveiling and parade around the square, led by renowned radio host Armando “El Chiquilín” Ulloa of La Grande 107.5 FM, who also joins the club as a minority owner and brand ambassador.

“This brand launch is more than a name reveal —it’s a declaration of who we are and what we stand for,” said Matt Valentine, Founder and Chairman of Atlético Dallas. “Atlético Dallas reflects our ambition, our roots in the game, and our commitment to uniting the community through our shared love of soccer.”

The new brand identity features bold team colors — Texas Topaz (light blue), Blackland Crude (black), Silver Ore (metallic silver), and white — along with symbolic regional mascots: the Mexican Gray Wolf and the Rattlesnake, embodying the strength, spirit, and pride of Texas.

“This marks a huge step forward in our journey,” added Sam Morton, Co-Founder and Chief Commercial Officer. “Atlético Dallas isn’t just a new name—it’s the heartbeat of a movement. We’re building something authentic, inclusive, and electric for fans across the region.”

As part of this launch, Atlético Dallas also announced that its youth division will now be known as Atlético Dallas Youth, following a recently announced partnership with Renegades Soccer Club. With more than 2,500 young athletes and a reputation for competitive excellence, the transition will strengthen the club’s commitment to developing homegrown talent through a clear and direct pathway to the pros. 

“We’re thrilled to see this energy and investment in Garland,” said Garland Mayor Scott LeMay. “Atlético Dallas represents the future of professional sports in our city, and we’re proud to welcome the team as a major part of our growing community.”

The club is preparing to kick off play in the USL Championship in 2027, joining the fastest-growing professional soccer organization in the United States. League leaders praised the rebrand and its focus on local identity and fan connection.

The team’s branding, vision, and community programming are featured on their newly launched website, along with first-run limited edition merchandise on atleticodallas.com. For more information about the youth program, visit atleticodallasyouth.com.

ABOUT USL DALLAS / ATLÉTICO DALLAS

USL Dallas, now known as Atlético Dallas, is a professional soccer team coming in 2027 as part of the USL Championship. Atlético Dallas was co-founded by lifelong friends and soccer enthusiasts Matt Valentine and Sam Morton with a mission to build community through professional soccer. The organization is committed to making soccer a sport for everyone and to inspire the next generation of athletes and leaders. 

EN ESPAÑOL

USL Dallas se renueva como Atlético Dallas,
Nuevo Equipo Profesional de Fútbol Varonil en el Norte de Texas

Una nueva era comienza con la revelación oficial de escudo, colores, y el nuevo nombre
del equipo durante una celebración comunitaria en Garland

RICHARDSON, Texas (2 de mayo, 2025) — Una nueva era del fútbol profesional llega al Norte de Texas. USL Dallas reveló oficialmente su nueva identidad como el Atlético Dallas durante una gran celebración comunitaria en el centro de Garland esta noche. La revelación de imagen oficial contó con música en vivo, un desfile para fanáticos del fútbol, mercancía exclusiva, y la participación de personalidades locales muy queridas.

El evento coincidió con el concierto Music Made Here con la presentación estelar del Grupo Los de Chiwas y La Nueva Estrategia. La festividades comenzaron esta tarde con un show en vivo del Ben & Skin Show en la 97.1 The Eagle, transmitido en vivo desde el Fortunate Son. La música en vivo comenzó a las 7 p.m. seguida por la presentación oficial de la nueva imagen y un desfile alrededor de la plaza a las 7:50 p.m., encabezado por el reconocido locutor Armando “El Chiquilín” Ulloa de La Grande 107.5 FM, quien también se une al club como socio minoritario y embajador de la marca.

“Este lanzamiento de marca es más que un simple cambio de nombre—es una declaración de quiénes somos y lo que representamos”, comentó Matt Valentine, cofundador y presidente de Atlético Dallas. “Atlético Dallas refleja nuestra ambición, nuestras raíces en el fútbol y nuestro compromiso con unir a la comunidad a través del amor compartido por este deporte.”

La nueva imagen de identidad presenta colores vibrantes del equipo —Topacio de Texas (azul claro), Crudo de Blackland (negro), Plata Mineral (plata metálica) y blanco— junto con mascotas regionales simbólicas: el Lobo Gris Mexicano y la Serpiente de Cascabel, que representan la fuerza, el espíritu y el orgullo de Texas.

“Este es un paso enorme en nuestro camino”, agregó Sam Morton, cofundador y Director Comercial. “Atlético Dallas no es solo un nuevo nombre—es el corazón de un movimiento. Estamos construyendo algo auténtico, inclusivo y electrizante para los aficionados de toda la región.”

Como parte de este lanzamiento, el Atlético Dallas también anunció que su división juvenil ahora será conocida como el Atlético Dallas Youth, siguiendo el anuncio reciente de su alianza con Renegades Soccer Club. Con más de 2,500 atletas juveniles y una reputación de excelencia competitiva, la transición fortalecerá el compromiso del club con el desarrollo de talento de casa con un camino claro y directo hacia el fútbol profesional.

“Estamos encantados de ver esta energía e inversión en Garland,” dijo el alcalde saliente de Garland, Scott LeMay. “El Atlético Dallas representa un futuro para el deporte profesional en nuestra ciudad, y estamos orgullosos de darle la bienvenida al equipo como una parte de nuestra comunidad creciente.“

El club se prepara para debutar en la USL Championship en el 2027, uniéndose a la organización profesional de fútbol de más rápido crecimiento en los Estados Unidos. Los líderes de la liga elogian el nuevo lanzamiento y el enfoque a la identidad local y la conexión a la fanaticada.

La nueva imagen del club, su visión y programas comunitarios son presentados en su nuevo sitio web atleticodallas.com, incluyendo productos de edición limitada de Atlético Dallas. Para más información sobre el programa juvenil, visita atleticodallasyouth.com.

SOBRE USL DALLAS/ATLÉTICO DALLAS

USL Dallas, ahora conocido como el Atlético Dallas, es un equipo profesional de fútbol que juega dentro del USL Championship  sancionada por la Federación de Fútbol de Estados Unidos. Atlético Dallas fue fundado por dos amigos de toda la vida y apasionados del fútbol Matt Valentine y Sam Morton con la misión de construir una comunidad por medio del fútbol profesional. La organización está comprometida en hacer del fútbol un deporte para todos e inspirar a la nueva generación de atletas y líderes. 

League Owners Approve Historic Move to Align with Global Standards and Elevate Competition Nationwide

TAMPA, Fla. – The United Soccer League (USL) announced today that a supermajority of club owners voted to implement a promotion and relegation system, marking a groundbreaking decision that will reshape the future of professional soccer in the United States.

The USL becomes the first professional sports league in the U.S. to adopt this global model, creating an interconnected three-tiered men’s professional soccer system, where teams earn promotion to a higher division or face relegation to a lower division based on their performance during the season. With this historic step, the USL aligns with the world’s top leagues—including the Premier League, La Liga and Bundesliga—where promotion and relegation raises the stakes of every match, drives fan engagement, and elevates the overall competition of the game.

“A new chapter in American soccer begins. The decision by our owners to approve and move forward with this bold direction is a testament to their commitment to the long-term growth of soccer in the United States,” said Alec Papadakis, CEO of the United Soccer League. “This is a significant milestone for the USL and highlights our shared vision with our team ownership to build a league that not only provides top-tier competition but also champions community engagement. Now, just as it is in the global game, more communities in America can aspire to compete at the highest level of soccer. It’s time.”

Last month, the USL announced plans to launch a new Division One league in 2027-28, a pivotal step in its vision to establish a fully integrated three-tier professional system. As defined by U.S. Soccer Federation sanctioning standards, Division One is the highest level of professional soccer in the United States. With the USL Championship (Division Two) and USL League One (Division Three) already providing a strong foundation for player development and competition, the addition of a Division One league completes the structure. All three leagues will be interconnected through a structured promotion and relegation system, where more matches matter, rewarding performance and unlocking new opportunities for clubs, players, and fans.

“Promotion and relegation transforms the competitive landscape of American soccer,” said Paul McDonough, President and Chief Soccer Officer of the USL. “With the 2026 World Cup and other major international events approaching, we have a unique opportunity to build on that momentum and create a sustainable future for the sport in the U.S. Fans and stakeholders have been clear—they want something different. They’re drawn to the intensity of high-stakes competition, where more matches have real consequences—just like we see in European leagues. This shift challenges the status quo and brings a level of excitement and relevance that can elevate the game across the country.”

More details about the implementation and structure of promotion and relegation will be shared in the coming months. For updates, please visit uslsoccer.com.

Read the full article and the FAQs on the USL website.

Team Plans to Kickoff in Early 2027

GARLAND, Texas (Nov. 19, 2024) — The United Soccer League and the City of Garland are thrilled to announce the introduction of North Texas’s newest professional soccer team. USL Dallas will be part of the United Soccer League (USL) Championship. USL Dallas joins the largest and fastest-growing professional soccer organization in the nation, adding to a lineup of 24 teams, with more in development. The latest expansion team is set to bring high-level competition, community engagement, and exciting entertainment to Garland and the region.

“We are thrilled to bring men’s professional soccer to the City of Garland and welcome USL Dallas to the USL Championship,” said Justin Papadakis, USL Deputy Chief Executive Officer & Chief Real Estate Officer. “Dallas has an incredibly passionate soccer culture, and adding a men’s professional club is a natural extension of the USL’s vision to grow the sport at all levels. We’re confident that the partnership with USL Dallas and the City of Garland will provide significant economic benefits and contribute to a stronger, more vibrant North Texas community.”

A Vision Born from Lifelong Friendship and a Love for Soccer

USL Dallas is a dream come true for co-founders Matt Valentine and Sam Morton who met on a local soccer field as children. They are joined by fellow founders and friends Luther Ott and Dan McAlone. Together, they aim to create not only a competitive sports franchise but a community-driven team dedicated to empowering young athletes, fostering youth development, and bringing the North Texas community together through the power of soccer.

“This is a dream come true for us,” said Matt Valentine, Chairman and Co-Founder of USL Dallas. “We’re committed to using this team as a platform to give back to the community, inspire young athletes, and foster a new level of excitement and unity across North Texas.” The Dallas-based entrepreneur has over 25 years in corporate finance, capital markets, and investment strategy, and will be leading the club’s strategic direction across business and sporting operations.

Co-founder and long-time radio executive, Sam Morton, will serve as the Chief Commercial Officer to lead the development of the club’s business operations, including marketing, communications, sponsorship, merchandising, and ticketing. “Soccer is the most exciting and most-watched sport in

the world,” said Morton. “My goal is to establish a lasting legacy for soccer in North Texas and I want USL Dallas to be the top choice for soccer fans in the region.”

A Partnership with Garland to Benefit the Community

USL Dallas has partnered with the City of Garland to establish a team that will bring new economic growth and entertainment to the city and the surrounding North Texas area. This partnership reflects a shared vision of creating a lasting impact through sport, community events and local engagement. “In Garland, we want to provide the best quality of life for our residents and visitors — a destination for all to live, work and play,” said Mayor Scott LeMay. “We feel confident this opportunity will not only bring unforgettable experiences, but also drive future economic growth and create connections across the community and metroplex.”

Home to around 250,000 residents, Garland is a vibrant and diverse community where soccer is more than a game — it’s a reflection of the city’s rich cultural mosaic. From the Garland Soccer Association, recently celebrating 50 years, to community clubs like Vietnam United Football Club, soccer has long brought together residents of all backgrounds, uniting them through a shared love for the sport. Known for its successful manufacturing legacy, Garland is also a thriving center for business innovation, home to a dynamic mix of Fortune 500 companies, startups and small businesses. As Garland continues its exciting transformation, the city aims to become a premier entertainment and experience hub for eastern DFW, making it an ideal location for USL Dallas. More development plans will be shared in the coming months as Garland welcomes this new chapter with enthusiasm and ambition.

Join the Excitement

USL Dallas invites fans to stay connected and join the journey as we build toward our first game in 2027. For more information and updates, visit usldallas.com.

ABOUT USL DALLAS

USL Dallas is a USL Championship club sanctioned as a men’s Division II professional team by the U.S. Soccer Federation. USL Dallas was co-founded by lifelong friends and soccer enthusiasts Matt Valentine and Sam Morton with a mission to build community through professional soccer. The organization is committed to making soccer a sport for everyone and to inspire the next generation of athletes and leaders.

ABOUT UNITED SOCCER LEAGUE

Founded in 1986, the United Soccer League (USL) is the largest and fastest-growing soccer organization in the United States, impacting more than 200 communities nationwide. The USL is

the first and only organization to offer a comprehensive youth-to-professional pathway for both men and women under one ecosystem. This structure includes three men’s leagues: the USL Championship (Division II), USL League One (Division III), and USL League Two (pre-professional). The women’s pathway includes the top-tier USL Super League (Division I), which debuted in 2024, and USL W League, the country’s leading pre-professional women’s league. The USL also oversees USL Academy, a progressive talent development platform, and USL Youth, a premier national youth competition. With multi-year national and international media rights agreements across various platforms including CBS Sports, ESPN and Peacock, the USL is the most widely accessible soccer league in the country.

ABOUT CITY OF GARLAND

As the 13th most populous city in Texas, Garland is centralized and easily accessible to anywhere in the metroplex. It also boasts one of Texas’ most affordable housing markets, as well as a nationally acclaimed school district and a uniquely diverse culinary scene — from food trucks to fine dining to cuisines from around the world. With more than 63 parks and nature preserves, a revitalized Downtown Square, and live music, cultural festivals and special events happening all of the time, Garland is a one-of-a-kind destination to live, work and play. Additional amenities include Lake Ray Hubbard, Firewheel Town Center outdoor shopping mall, Granville Performing Arts Center, Hawaiian Waters waterpark, Lakewood Brewery and a PGA-caliber golf course.