Interview: Matt Denny – Never Standing Still

Interview: Matt Denny – Never Standing Still

Six years is a long time in football, and North Texas SC has seen plenty of change and growth. The club has switched leagues, won championships, earned awards and even built a new stadium. We spoke with General Manager & Vice President, Matt Denny to learn more about these exciting developments.

We first met in 2019 when fcbusiness covered the new team, North Texas SC. A lot has changed since then. Can you give us an overview of how the club has developed during this time?

It’s difficult to really qualify or quantify how significant the growth of North Texas SC (NTSC) has been since 2019, partly because I can’t quite believe how much time has passed, but I have to say that it’s also a challenge to top that feeling we had in our inaugural season when we first spoke – but somehow the sense of promise and accomplishment and all that goes along with that continues to grow year after year. As you know, we brought this team to market with a very deliberate and clear focus on being a professional club that bridges the gap between our development academy and our first team (FC Dallas, MLS), which offered a streamlined experience and space, really, for younger players to become appropriately prepared and equipped for a professional career. That being said, the opportunities for NTSC off field – in terms of maximising what we can bring to the community and even broader, to the commercial side of the club, have always been a driving force. In the 6+ years since we started, the scope of all these things – player development, community impact, culture influence, all of it – and lifting trophies – has continued to grow beyond what we could have hoped for in such a short period. Yes, we are still a development team at our core – but we have built an identity, a fanbase and a very concrete, deeprooted organisation known for ambition, both in terms of winning championships but also in our integrity. We want to do the right thing, the right way, at the right time – every time. Again, it’s hard to top that inaugural USL League One Championship in 2019, but when I think of what has happened since then – another league title, a new stadium, a new home base, the beginnings of building a long-term legacy, so much more – I can only look forward.

What were the reasons for the club’s switch to MLS NEXT Pro?

While we were, and will always be, appreciative of the time and opportunities we had in the USL, the move to MLS NEXT Pro was something of a natural evolution, especially given our first team’s MLS status, but also the emphasis and the direct entrée our players, prospects and club would have into development and competition – particularly for our younger talent. NTSC players could get out on the pitch and be tested against standards translating to the demands and style of the first team, and really the MLS as a whole, which can open doors and – arguably more importantly – build skills and confidence that may not have been tapped into otherwise. Even when you look outside of NTSC and FC Dallas, the number of MLS NEXT Pro players we are seeing move from their development team to signing contracts with their first team is exceptional. We’re also seeing an increasing number of teams taking advantage of the short-term call-ups throughout the season that allow these NEXT Pro players a limited amount of roster appearances for their first teams while staying under contract with NEXT Pro teams. One of the most impressive things about MLS NEXT Pro, and what made the move so attractive for me, was the maturity of their network, personnel and investments in not only infrastructure but also player and personnel development and more – despite the league’s young age – and we are very privileged to be under their umbrella and be able to tap into the resources and support the league office provides. The growth of MLS NEXT Pro has already been realised, and with continued growth unequivocally on the horizon both for MLS affiliated and independent teams, as well as continued player progression through the development pathway, can only increase momentum in the coming years, and we want to be fully aligned with that future.

NTSC won the Championship last season. How was that experience and does this reflect the club’s player development strategy?

Our organisation enjoys lifting trophies and we want to create players that want to win – winning is not everything but developing winners and competitors is what often makes the difference to them being able to take the next step, you’ll hear us say that again and again. So, of course, winning the MLS NEXT Pro Championship last season was an incredible moment of accomplishment for all involved. But when you’re in a development-focused environment like we are at NTSC, there is a nuanced meaning to lifting the trophy. That milestone really helped validate our philosophy and mission, I guess you could say, of preparing young players for the next level while also instilling them with a winning mentality at any level. As far as the experience itself, it was unforgettable for lack of a better word – though there may be a few details that admittedly have escaped me with all the excitement, and of course all that’s happened since then. That season was something of a dream – we were unbeaten at home but had to unexpectedly host our final at the Toyota Stadium – not completely unfamiliar, but not our usual territory – due to a commercial scheduling conflict at our regular venue – Choctaw Stadium. After just 20 minutes against Philadelphia Union II, who had an incredible season as well, we were down 0-2. My entire extended family was in attendance, and I remember visiting their seats and thinking maybe it was just going to be “one of those days.” Maybe the venue change was the unlucky charm – or at the very least, just too much to overcome in a final. But in what I can only describe as a spectacular and just awe-inspiring turn of events, our guys fought back to win 3-2 with a dramatic stoppage-time goal. And that’s really been such a defining and illustrative moment of the NTSC mission and culture – developing young talent, competing at the highest level and succeeding. The MLS NEXT Pro Championship win also gave us the opportunity to participate in the MLS NEXT Pro Invitational, facing C.D. Tapatio, the second team for Chivas Guadalajara and, notably, champions of the Liga MX expansion league – where we once again lifted the champion’s trophy. This opportunity to complete in an international, championship-level match is yet another example of the growth of both MLS NEXT Pro as a whole, but also the increasing scope of opportunities for our NTSC players.

The club has been steadily building its fanbase and now attracts considerable crowds. How have you achieved this and is there space for further growth?

From the outset of the club’s launch, we have always known how important community engagement and building a fanbase are, and we have been deliberate and enthusiastic in both. We take very seriously the charge not to be a club that just asks for support or attendance without anything in return, and we trust that our fans and communities have seen how committed we are to creating an energetic matchday experience for them, supporting their groups and giving back on a higher level. Our mascot, Blue, has been a fan favourite over the last two seasons and will have an even more exciting and visible role in the near future, and we look forward to adopting new traditions with our valued supporter groups, as a few examples. I’m personally excited to see this kind of momentum and engagement only growing when I look ahead to the new stadium opening in 2026. And not just our stadium, but the growth of soccer in the region and even the country as a whole. The ceiling is high, and the potential just seems unlimited. I can’t wait to see what this club and its community can become.

You were named MLS NEXT Pro Executive of the Year 2024. That must have been a fantastic honour. What factors contributed to you winning the award?

It’s always a tremendous and humbling honour to win any award, especially Executive of the Year, but I want to stress the humbling aspect of this. I certainly did not win this on my own. It is really a reflection of the entire organisation, meaning both our NTSC family and the broader FC Dallas organisation. Winning the title certainly helps, so shout out to the team and technical staff, but behind the scenes our ticketing, sponsorship, marketing, community impact, operations and all other support teams and partners played a huge role and should be credited as well. One thing I want to highlight is that as an organisation we are so deeply committed to development across the board. The current FC Dallas coaching staff is made up of eight members who were previously part of the NTSC staff. And again, that mirrors our strategy with players; we bring in talented people that are hungry for growth, we give them opportunities, and we support their next steps within the club, the club family and even beyond. I am proud to say that NTSC can be a fantastic development and growth platform not just for athletes but for coaches, staff, corporate colleagues and executives alike. It certainly has been for me, and that is something I will always be immensely appreciative and proud of.

There’s a lot of excitement building towards the FIFA World Cup 2026 which will be joint hosted by the US with Canada and Mexico. How do you think this will impact the game in Texas (and the US) and how can NTSC capitalise on it?

I have lived in Texas since 2009, after having been born and raised in England, and I can honestly say that I have never been more confident than I am now that the tipping point for US Soccer is coming – which will be locked in by the World Cup. What’s more exciting for me is that Texas – and our area specifically – is going to be such a focal point. With nine matches and the international broadcast centre secured, the spotlight on our region is going to be something like North Texas has never seen before. For NTSC specifically, the timing really couldn’t be more fortuitous. Mansfield Stadium – our new home – will open in 2026 and will also be a potential training site and base camp for one of the World Cup international teams, which will position us and the community to capitalise on that momentum. We have no hesitation in saying that we want to be the local entry point for fans, whether brand new soccer fans or those anticipating the tournament, into finding a professional club to follow – and why not one right in their own backyard? To put it into perspective, it is an hour drive between our new Mansfield Stadium and Toyota Stadium where FC Dallas play so we are tapping into an entirely different audience that can enjoy a professional team and not have the commute be a factor. More broadly, there’s an undeniable cultural shift in the area and the country – again, one I have seen explode since moving to the US from the UK over 20 years ago. Soccer participation at the youth level is unprecedented. Soccer fandom at every level is unprecedented. Department stores display soccer jerseys on their mannequins instead of American football jerseys. Kids are dressing up as Ronaldo and Messi just as much as they are Michael Jordan or Patrick Mahomes. Parents on the youth soccer sidelines now understand the game and are able to share their passion the way they once did with youth baseball or football or otherwise. I firmly believe that the World Cup will only accelerate this trend, and we want NTSC and FC Dallas to be at the heart of that. My own kids are going to be part of this paradigm shift, and I am excited to see it all take shape and the impact it has for this generation and the next ones to come.

You are due to move to a new stadium in 2026. Can you tell us about this; why is it needed and what will the benefits be to the club?

While it will certainly be bittersweet to move on from Choctaw Stadium in Arlington, which has been home to countless wins and memories, we couldn’t be more thrilled to start a new chapter – our NEXT chapter – at Mansfield Stadium. This is a brand new, $88m venue being developed in partnership with the City of Mansfield, architecture firm Perkins & Will and Moss Construction, along with REV Entertainment and FCD Management, that is set to be the anchor of a larger $2.5bn multi-purpose district featuring hotel, retail, restaurants and more. As the primary tenant, NTSC is looking forward to realising one of our first goals of having a permanent home – and a true home base for our players and fans. This project delivers that and more – with about 7,000 seats, premium experiences, club space, a grass playing surface – and so many of the dreams we’ve had for this club since inception. On the revenue and viability side, this move will strengthen our model and cement a more permanent presence in the North Texas professional sports market. For the community, Mansfield Stadium is already highly anticipated as both a soccer hub and also a host for year-round events. And of course, for our young talent, playing in this modern and dynamic atmosphere supports their next steps in preparing for the demands of an MLS career. Excitingly, our new home stadium has also been shortlisted as a potential training site and base camp for the upcoming FIFA World Cup 2026 – which is evidence to the world-class calibre of the facility this team, league and community can look forward to being a part of.

What are the club’s goals going forward – short, medium, long-term?

There’s no real difference in short, medium- or long-term goals when it comes to our primary goal, which is always to develop our NTSC players and see them promoted to the first team (FC Dallas). Of course, behind the scenes, we are always committed to development innovation and what that looks like. From a business perspective, we are very focused on continuing to establish that passionate NTSC fanbase, building our commercial platform and contributing to the community in an impactful and long-term, sustainable way that we see also as a platform to accelerate player development. In the short-term, that of course means selling out our matches, bringing fans to our new home stadium in 2026 and embedding ourselves and our team culture deeper into the community. Longer term, we continue to work toward setting the standard for what an MLS NEXT Pro club can achieve and being recognised as a standout organisation that becomes a model for what has driven us from day one – developing talent, lifting trophies and connecting with our communities.