Dallas becomes women's sports hub
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The Cotton Bowl is for futbol. Photo: Aric Becker/ISI Photos/Getty Images
Dallas' new professional sports team kicks off its first home game Friday in a friendly match against FC Barcelona.
Why it matters: The launch of Dallas Trinity FC is the latest example of how North Texas is embracing the women's sports boom seen nationwide.
- Corporate sponsors are starting to see women's sports as a good investment. Women's sports fans have higher engagement rates than fans of men's sports and are more likely to buy apparel when they attend a game, per PwC research.
Driving the news: It's the inaugural season of the USL Super League, a new first division women's soccer league rivaling the National Women's Soccer League. Dallas is one of eight teams in the USL.
- The team joins the Dallas Wings as the second major professional women's sports team in North Texas.
The big picture: Dallas Trinity FC owner Jim Neil says his family loves sports and has long wanted to own a professional team. But, he tells Axios, launching the soccer team is also about recognizing that funding women's sports is a good investment.
- For example, the Dallas Wings were recently named the WNBA's highest-valued team, with a franchise valuation of $208 million.
State of play: Not every "Dallas" team plays in the city. FC Dallas plays in Frisco. The Dallas Cowboys play in Arlington. Mayor Eric Johnson formed a committee two years ago to recruit and retain professional sports teams in the city limits.
- Since then, the city offered $19 million in incentives to bring the Wings to the city. They'll move from Arlington in 2026. And, Dallas Trinity will play at the city-owned Cotton Bowl.
What they're saying: "Dallas is becoming kind of a must in terms of if you're looking to start a new league or association. ...Dallas is always on that list that you want to establish a team in," Dallas Sports Commission executive director Monica Paul tells Axios.
What we're watching: Which women's team is going to launch in Dallas next.