Jump Grows Soccer Footprint With Expansion Club Atlético Dallas

Jump's soccer footprint keeps growing. The latest: Atlético Dallas, a new professional club set to take the field at the Cotton Bowl in spring 2027, has signed a multi-year partnership with Jump as its founding ticketing and fan operating system.

"We chose Jump to give our fans something better. Jump tells us who our fans are, enables us to understand what they want, and love them back in ways that build a real, lasting community" said Sam Morton, CCO and Co-Founder of Atlético Dallas. "We are disrupting the traditional sports model, and that starts with having full control over how we engage with the supporters who are building this club with us."

"Expansion clubs have a once-in-a-generation opportunity that established clubs don't. A blank slate. No legacy contracts, no inherited compromises, no third party sitting between them and their fans," said Jordy Leiser, CEO and Co-Founder of Jump. "Atlético Dallas is building from first principles, and that means owning their digital ecosystem completely, controlling every product they sell, and having full access to every piece of fan data from day one. That's exactly what Jump is built for."

Atlético Dallas will open at the Cotton Bowl in spring 2027, and Jump will power ticketing and fan experience for the club. Built in 1930, the stadium seats nearly 100,000 and has hosted the Texas-OU Red River Rivalry, championship games, and major concerts for nearly a century. It is one of the most storied venues in American sport.

Beyond their own match schedule, Jump will provide ticketing for other Atlético Dallas programmed events at the Cotton Bowl starting this October with the Influencer Football League.

The decision to sign with Jump came down to four things Atlético Dallas was not willing to compromise on: complete ownership of their fan data from day one, full control of the digital experience with one branded app and website, transacting directly with the club, and complete autonomy over their economics.

With Jump, Atlético Dallas controls their own pricing and fee structure, including what fans pay, how it's presented, and where that money goes. No third-party setting fees on top of the club's price. Morton was direct about why that mattered: "One of the main reasons we chose Jump is for the fan experience. When you buy a $20 ticket, you buy a $20 ticket. You don't get to checkout and find it's $27.50. Everyone hates that."

On the operator side, Atlético Dallas launches with Jump's full platform: ticketing, mobile app, fan engagement, and AI-powered operations across inventory, offers, and pricing decisions. Every fan who buys a ticket will be in a system the club fully controls with no marketplace redirection, no data held by a third party. The club will have a complete picture of their fanbase before they play a single home game.

Before signing, Atlético Dallas's executive team did their own due diligence. They reached out directly to peers at other Jump clubs to understand what the support experience looked like after the contract was signed — not the product pitch, but the day-to-day reality of being a client.

What they heard was consistent: Jump shows up. The support is real. You are not handed a support number and left to figure it out on your own. For a first-year club with no existing infrastructure, that mattered as much as the platform itself.

The results are starting to show. NC Courage completed a full NWSL season on Jump, tripled their season ticket membership, and more than 90% of fans said the new experience was better than what they had before.

Now, Atlético Dallas is building from a playbook that Aberdeen FC, Seattle Sounders FC, Seattle Reign FC, NC Courage, and Denver Summit FC are proving out across MLS, NWSL, USL, and the Scottish Premiership. Jump is built for exactly this moment.

To learn more about Atlético Dallas and what they're building for Dallas, visit atleticodallas.com.