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Dallas Trinity FC has inked a deal with Nike Inc. as the new women's professional soccer team gears up for its inaugural season.
Nike will be the official kit supplier for Trinity, which is set to take the pitch for the first time Aug. 18 in Tampa, Florida. The deal represents the first of what the team's owners hope will be many more as Trinity looks to make inroads in the Dallas business community and grow its presence.
"We couldn't be more excited about partnering with Nike and everything their brand represents — the global nature of who they are, the credibility it brings to have that iconic swoosh next to our crest and everything that that means," Trinity President Charlie Neil said in an interview.
Typically with apparel deals, professional sports leagues partner with one company to outfit all teams. However, the USL Super League left it up to individual clubs to do their own deals. That flexibility was something Neil said he and his family liked about the new top-flight league.
"I think our league smartly in the early going, knowing that we are a new product, wanted to give the clubs the autonomy to negotiate the best deal that they could and align themselves with a partner that they felt was going to be the best partner to help them succeed," Neil said. "We're fortunate that Nike took an interest in us."
Trinity accepted bids from other apparel companies but finds itself "in good company" in Dallas by partnering with Nike, Neil said. The Portland, Oregon-based apparel giant already outfits the Mavericks, Rangers, Cowboys and Wings. He also said Nike has shown a "real interest" in Dallas, particularly in youth sports and women's sports.
"We have ... the strongest youth soccer market for women in this country (in Dallas-Fort Worth), and so Nike realized that having a presence in and being aligned with the professional team in Dallas had meaning and had value," Neil said. "Ultimately, that was part of what played a role in getting the deal done."
Neil declined to disclose the terms of the deal.
Trinity has not finalized any other deals yet but Neil said he hopes to have more done soon. The club has signed non-disclosure agreements with several companies for potential deals. Opportunities for businesses include having their name on the front of the team jersey, the upper back above the player name, the lower back below the jersey number, on one sleeve and on the front of the shorts.
Neil described the front of the shirt as the "premier piece of inventory" because it is seen in every photo. He noted "iconic" partnerships such as the one between English soccer powerhouse Arsenal F.C. and global airline giant Emirates.
"It typically becomes a somewhat symbiotic relationship with the club and the brand," Neil said. "It's seared in your brain. We've been strategic about that one because we want it to be a brand that aligns with things that we're standing for around women's empowerment, promoting women's sports, promoting youth sports, health and wellness and promoting being a good neighbor in South Dallas."
Trinity will play its home games at the Cotton Bowl in Fair Park. Dallas City Council in May approved a two-year incentives deal that calls for subsidies totaling $592,000 for the operators of Fair Park, with an option for the $296,000 annual subsidy to continue for a third year.
There are opportunities for businesses to buy advertising at the Cotton Bowl for Dallas Trinity games. Companies can purchase advertising spots on field-level LED boards that surround the pitch and are highly visible during TV broadcasts. The club is also selling inventory for the Cotton Bowl's main video board.
Neil said Trinity also wants to sell naming rights for a "fan zone" at the plaza outside of Gate G, which will be the exclusive entry point to the Cotton Bowl on game days. Trinity intends to have local businesses in retail and food and beverage be a part of the fan zone. There will also be a concert stage featuring local artists but could include a national name if Trinity can can get one to come perform.
Excitement for the inaugural season has been building, Neil said. Some of Trinity's merchandise has already sold out and ticket sales have seen "a lot of positive movement," though Neil declined to provide specific numbers. Trinity initially offered memberships for season passes, while tickets for individual games went on sale in June.
"I think we've been really encouraged. We haven't put all 90,000 seats on sale, right?" Neil said, recognizing half of the Cotton Bowl will be blocked off for renovations during the season. "With the block that we've started with, we feel comfortable that will sell that block and still have room to grow and expand into."
Neil said he expects a sold-out crowd for the home opener at the Cotton Bowl on Sept. 7, when Trinity will take on DC Power FC.
"That's the goal and we're trending that way," Neil said. "We're excited about the type of fan atmosphere and experience that having a sold-out Cotton Bowl would be."
