Innovative Partnership Meets Growing Market

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Baylor University and Frisco-based Major League Soccer franchise FC Dallas launched a comprehensive partnership that makes the University the club’s exclusive higher education sponsor. The partnership will see Baylor involved in a number of FC Dallas initiatives, including the STEAM FC classroom program, the FC Dallas School of Excellence camps and the FC Dallas Soccer Tour.

A key element of the partnership is the FC Dallas Youth Scholars of the Night, presented by Baylor University. At each FC Dallas home game, Baylor recognizes student-athletes from the FC Dallas youth program who excel both on the field and in the classroom.

The two-year partnership also includes an annual book drive with the FC Dallas Foundation to promote childhood literacy in North and Central Texas. 

“We are extremely excited to have launched such a wide-ranging partnership with FC Dallas as we look to grow Baylor’s awareness in the Frisco area and North Dallas region,” said Jason Cook, A.B.C. ’20, Baylor vice president for marketing and communications and chief marketing officer. “FC Dallas provides many ways for us to partner through education and community initiatives to build greater affinity for Baylor among younger audiences and families through the sport of soccer.”

This partnership aligns with Baylor’s commitment to community engagement and allows the University to deepen connections with Frisco and the Dallas-Fort Worth Metroplex — one of the fastest-growing regions in America and one of the biggest hubs for Baylor University alumni, current students and prospective students. The partnership also allows Baylor to tap into the growing popularity of Major League Soccer, which recently signed a global broadcast deal with Apple TV+.