Overview Atlético Dallas is a USL Championship club built to play at the Cotton Bowl in Fair Park, and the first player it ever signed was Javier "Chicharito" Hernández, Mexico's all-time leading goalscorer, in July 2026. The club was founded in November 2024 and set its first league season for 2027. Its crest sets a wolf against a rattlesnake, and its motto is Glory From Dust. In June 2026 its ownership group, USL Dallas, bought Dallas Trinity FC, the women's Gainbridge Super League club that shares the ground. Matchday The Cotton Bowl opened in 1930 as Fair Park Stadium, holds 92,100 and hosted six matches of the 1994 World Cup, and Atlético Dallas signed a three-year lease there starting in 2027. A $140 million renovation added suites and premium seating, wider concourses, escalators and grab-and-go concession stands. In August 2026 the club dropped ticketing fees at checkout and committed, with Dallas Trinity FC, to a lower-priced food and drink menu. The lease makes it the third men's professional team based at the stadium, after the Dallas Tornado and FC Dallas. Audience The support was organized before the first ball. More than 250 members of the club's 1841 Founders Club turned out at Peticolas Brewery for their first gathering in November 2025, and the youth division counted more than 2,500 young players when the club launched its brand in 2025. Talent and Influencers Hernández signed for two years with a club option for a third, after a career at Chivas, Manchester United, Real Madrid, Bayer Leverkusen, West Ham, Sevilla and the LA Galaxy. Peter Luccin was appointed head coach in February 2026, and Brian Corcoran was sporting director when Hernández signed. Kyle Martino joined the ownership group in September 2025, and Armando "El Chiquilín" Ulloa came in as a minority owner and brand ambassador at the 2025 launch. Track record The name and colors went public in May 2025: Texas Topaz, Blackland Crude and Silver Ore. That April the club started its youth academy with Renegades Soccer Club, and that fall a reserve side, Atlético Dallas II, played in the UPSL. Brand presence The top partner tier is a small, category-exclusive group with logo rights across the club. The kit is sold by position - front, back, sleeve and shorts - and each carries category exclusivity. Atlético 11 picks 11 locally owned Dallas businesses each year and carries them through matchdays, community events and club channels. Naming rights are also on offer for Dallas Soccer Park, the 19-field complex that is home to the youth division.