Garland, TX — In an exclusive interview with Sam Morton, Chief Commercial Officer and Co-Founder of Atlético Dallas, the vision for the club’s future in Garland was unveiled. The team aims to establish its home base in Garland, where the city plans to invest $70 million in a state-of-the-art soccer complex and supporting infrastructure around the facility. This facility will include a practice area, eight soccer fields, and a small stadium with a 2,000-seat capacity.
“The complex is going to be full,” Morton explained, addressing the current shortage of soccer fields in the metroplex. With multiple teams vying for field time, the new facility is expected to attract players and families from outside Garland, boosting local businesses, including restaurants and hotels. “We’re bringing in 400-600 visitors per night for practices alone, and tournaments will further increase hotel demand,” he added. Additionally, the facility is anticipated to spur new development in the surrounding area, including potential for a new hotel and more restaurants, which will help offset the city’s initial investment in the project.
Morton shared the significance of this investment, specifically the club’s commitment to the community through participation in city celebrations and youth sponsorships. He mentioned that the financial arrangement includes 18 months of rent-free use, which he believes is vital for the team’s success, especially since they won’t be able to sell tickets until 2027. This period allows them to invest in the community. “A lot of clubs come to market underfunded and don’t last. This 18-month leeway will help us build a solid foundation,” he said as Atlético Dallas prepares for its inaugural season.
The proposed complex will not only serve as a training facility but also as a hub for tournaments and youth soccer programs. Morton clarified that while there has been some confusion regarding the nature of the project, it is primarily a training complex rather than a full-fledged stadium. The city council is set to review the project later this June, with plans to facilitate community engagement through various developments, including commercial spaces.
Morton shared his excitement about the economic opportunities this project will create. He noted that the sports complex alone is projected to generate over $16 million a year in taxable revenues and create more than 120 jobs. The anticipated commercial development could add over $30 million annually in taxable revenues and generate more than 300 jobs, contributing over $15 million in annual employee earnings. “Over 20 years, this is a game changer for Garland,” he remarked. The club is committed to fostering community ties, evident in their recent $75,000 pledge to the Garland ISD Education Foundation to support local youth soccer programs.
“This is about making soccer accessible to everyone,” Morton stated. “We want to be a club for the multicultural audience in Garland.”
As Atlético Dallas aims to establish its roots in Garland, the team is poised to transform the local sports landscape, drawing parallels to Arlington’s evolution in the past decades. “The stars aligned for us to bring something special to Garland,” Morton concluded.
With the city’s investment and the club’s commitment, Atlético Dallas has the potential to become a cornerstone of Garland’s cultural and economic future.
