Dallas' new professional sports team kicks off its first home game tonight 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.

Dallas Trinity FC has home games for the next three weeks, giving locals a chance to meet their new heroes.

Why it matters: North Texas girls now have the opportunity to see professional soccer players who look like them.

The big picture: The Neil family, owners of the team, have been visiting fans and players at youth soccer games for the past month to introduce them to the newest team in town.

• The team name and logo were rolled out in May, giving Dallas Trinity little time to grow brand recognition before the season started this month.

State of play: Dallas tied Tampa Bay in their first match of the season on Aug. 18.

• They face their toughest opponent tonight, FC Barcelona Femení, the best in the world.

Catch up fast: Chris Petrucelli is the team's general manager. He previously coached the Chicago Red Stars, a professional women's team, and the SMU women's soccer team from 2012 to 2022.

• Former Scotland Women's National Team player Pauline MacDonald will serve as the team's head coach when she can get her visa sorted.
• Defender Amber Brooks, who previously played for the Washington Spirit, was the first player signed by the team.

Who's who: Nine Dallas Trinity players are from North Texas and another two attended college here.

What's next: Dallas Trinity plays tonight at 7:30pm at the Cotton Bowl. Tickets start at $45, but there's a 2-for-1 deal.

• The team faces DC Power FC at 7pm Sept. 7 and Lexington SC at 7pm Sept. 13 in Dallas.
• Games will be broadcast on Peacock.

Player details

Texas-based Tecovas, the Western footwear and apparel brand, is expanding into the wholesale market.

Why it matters: The move brings the boot maker, which opened in 2015, to dozens more locations across 10 states.

• The rapidly expanding company is also opening 11 stores in 2024, which will bring its total store count to 42 before the end of the year, including five in North Texas.

Zoom in: Tecovas has opened new Dallas-area locations in the past year, including one in Southlake and the 5,400-square-foot store in NorthPark Center.

• Founder Paul Hedrick grew up in Dallas.

Between the lines: The company is expanding well beyond cowboy boots, intending to become a high-end Western wear lifestyle brand.

• Apparel accounts for around 20% of the company's sales, per industry publication ModernRetail.

New retail partners

✈️ DFW Airport and Dallas Love Field are expecting more travelers this Labor Day weekend than last year. (CBS11)

🏒 The Dallas Stars will have 14 nationally televised games this upcoming season. (WFAA)

🚔 An Arlington City Council member says police officers aren't writing enough traffic tickets. (NBC5)

Our latest cocktail adventure takes us to an upscale West Village bar, with blush velvet seating, deco-style design and interesting and spirit-forward concoctions.

Vibe check: The compact Bar Colette serves small bites, desserts and a few options from adjoining sushi restaurant Namo.

• It's an ideal setting for before-or-after-dinner cocktails and snacks.

The intrigue: Many cocktail bars serve classic drinks without experimenting with flavors and style. Bar Colette is different. Citrus flavors come not from juices but from distillations.

• The Paraná is a passionfruit and yerba mate martini, made from homemade liqueur. It's smooth and flavorful while being almost entirely clear, unlike the dark tea its flavor comes from.

What to order: Wimbledon — strawberries and cream milk punch spritz.

Where: Bar Colette, 3699 McKinney Ave. #306

Cost: $18

Six-word review: Creamy, fruity, fizzy flavor without heaviness.

📭 Know a drink we should try? Hit reply and tell us.