In mid June, Atlético Dallas quietly turned a vacant stretch of Exposition Avenue into a pop-up street-soccer court and fan plaza across from Fair Park, and World Cup crowds wasted no time claiming it. Fans and curious neighbors have been packing in to watch matches on a giant screen, jump into free pickup games on the new court and grab drinks from a temporary bar. The setup doubles as a preview of the club’s long-term plans, giving Atlético a visible home base in Expo Park while a permanent supporters bar and team headquarters take shape nearby.
The Den's Court, Screen and Drop-In Games
Atlético Dallas says The Den’s outdoor courtyard features a street-soccer court, seating, a temporary outdoor bar and a 12-foot LED screen that will show 102 of the tournament’s 104 matches, according to Atlético Dallas. The club says pickup play on the court is free, and the space is slated to host small-sided tournaments, youth programming and watch parties tied to major events.
City Incentive and the New Headquarters
The City of Dallas signed off on a conditional $200,000 economic development incentive to support Atlético Dallas’ plan to bring its headquarters and a retail shop to Expo Park, according to the City of Dallas. Under the agreement, Atlético will lease roughly 12,000 square feet at 820 Exposition Avenue, including about 1,500 square feet of street-facing retail. A dedicated supporters' bar and the street court activation are planned across the road at 827/829 Exposition Avenue.
Club Plans, Costs and Expansion
Atlético Dallas says it is slated to kick off USL Championship play in 2027 and intends to stage its home matches at the historic Cotton Bowl, based on the club’s announcements at Atlético Dallas. As part of a broader regional push, the club also announced it has acquired Dallas Trinity FC. The Dallas News reports the organization is spending roughly $3.5 to $4 million to build out The Den and notes that co-founder Sam Morton says Atlético aims to roll out at least six street courts across the city, a move intended to expand access to the sport and create neighborhood gathering spots.
Fans and the Neighborhood
Local supporters say the pop-up has felt low-key and welcoming during World Cup weekends, more like stumbling onto a block party than entering a formal venue. One fan told The Dallas Morning News she actually just saw it while crossing the street. City officials and club backers describe the project as a way to pump more foot traffic and small-business activity into Expo Park as the neighborhood gears up for a heavier year-round diet of soccer programming.
