{"id":43419,"date":"2025-11-10T16:52:09","date_gmt":"2025-11-10T16:52:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-tx\/43419\/"},"modified":"2025-11-10T16:52:09","modified_gmt":"2025-11-10T16:52:09","slug":"ahead-of-2027-debut-atletico-dallas-partners-with-playfly-sports-to-drive-ticketing","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-tx\/43419\/","title":{"rendered":"Ahead of 2027 debut, Atl\u00e9tico Dallas partners with Playfly Sports to drive ticketing"},"content":{"rendered":"

As it gears up for its inaugural 2027 season, Atl\u00e9tico Dallas<\/a>, a new professional soccer team in the United Soccer League, will announce a multiyear partnership today with Playfly Sports to shape its ticketing strategy.<\/p>\n

Sam Morton, co-founder and chief commercial officer of Atl\u00e9tico Dallas, told The Dallas Morning News that the deal with Playfly, a leading revenue maximization company, is a three-year agreement that also includes two one-year extension options. Playfly will provide the soccer club with market analysis, pricing strategies, packaging recommendations and long-term ticketing revenue forecasts as it prepares for its first season<\/a> at the newly renovated Cotton Bowl.<\/p>\n

\u201cTicketing is just such a crucial part of our business, and our inexperience in that area was pretty glaring,\u201d Morton said. \u201cTo me, why try to recreate the wheel? Why not go to someone who is proven in the space?\u201d<\/p>\n

Morton was very familiar with the track record of Playfly, which works with 100-plus professional teams, more than 65 college athletic departments \u2014 including Texas A&M and Baylor \u2014 along with all U.S. local sports networks and associated streaming platforms. Playfly is also the USL\u2019s official supplier for ticket sales solutions and third-party ticket sales.<\/p>\n

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Considering the size of the venue, Morton said it will be important to properly \u201cpare down and tighten up\u201d the seating areas in the Cotton Bowl, as well as take advantage of premium seating in the historic stadium.<\/p>\n

Gil Beverly, president of Playfly Aspire, said he will hire multiple Playfly employees who will be based in Dallas and embedded with Atl\u00e9tico Dallas. <\/p>\n

\u201cDallas has proven to be a soccer town, and there\u2019s room for multiple players in that,\u201d Beverly told The News. \u201cBut, ultimately, I think Atl\u00e9tico Dallas is going to be a flagship, best-in-class franchise for the USL, between the market, which is awesome, and they\u2019ve got a great ownership team … The first time we sat down with these guys, the first thing they said is that we are looking to build a legacy here, that it isn\u2019t just about making money, it\u2019s about serving the community, providing entertainment at a low to modest cost to folks.\u201d<\/p>\n

Among Morton\u2019s top priorities in the coming months: increase staffing and secure a training facility. In a year, he said, expect the number of team employees to grow from the current nine to close to 30. And they need to secure their training site in the wake of the city of Garland in September putting the skids on a $71 million soccer complex.<\/a><\/p>\n

On the ticketing front, with Playfly on board, Morton believes his team is well positioned to begin to grow interest, particularly in Dallas County. <\/p>\n

\u201cIf we can win Dallas County, which has two and a half million people, I think we can be just fine,\u201d Morton said. \u201cIt doesn\u2019t have to be us versus FC Dallas. In fact, it shouldn\u2019t be. They\u2019ve got their own fan base 40 miles from the city [in Frisco], and so we just want to stay and win Dallas.\u201d<\/p>\n

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