Javier “Chicharito” Hernández, a renowned figure in soccer, emphasized the transformative power of the sport during his introductory press conference with Atlético Dallas. Reflecting on his experiences as a FOX television analyst during the World Cup, he noted the sport’s incredible influence on fans and communities. With a storied career that includes playing in multiple World Cups and for top clubs across several countries, Hernández understands the fervor that soccer can inspire.
His arrival at Atlético Dallas coincides with a surge of enthusiasm for soccer in North Texas, particularly after the recent World Cup. This raises an important question: how can the sport harness this newfound energy? Brian Corcoran, the Sporting Director of Atlético Dallas, acknowledged the current spotlight on soccer and the opportunities it presents. He stated, “There’s a lot of eyeballs on us right now, and quite frankly, that’s what we’ve asked for by doing this.” Corcoran emphasized the need for the club to capitalize on this momentum and explore ways to engage the community.
Atlético Dallas is set to make its debut at Cotton Bowl Stadium in 2027 as a part of the USL Championship Division II, with aspirations to eventually join Division I. Corcoran’s insights reflect not only the ambitions of his club but also the broader landscape of U.S. soccer, where the success of clubs like Atlético Dallas can have a ripple effect on the sport’s growth nationwide.
With major international events returning to the U.S. in the coming years, including the 2028 Olympics and the 2031 Women’s World Cup, there is potential for increased interest in soccer. These high-profile competitions can inspire young athletes and convert fans from other sports into soccer enthusiasts. However, the foundation for sustainable growth lies in the strength of local clubs, which play a critical role in fostering daily interest and engagement.
Hernández stressed the importance of player development in the U.S. soccer landscape, suggesting that the USL should focus on nurturing talent rather than solely attracting star players. He believes that implementing a promotion/relegation system could enhance the competition and ultimately improve the quality of play across the league. “This league needs to grow, so a lot of players can come, and then the whole country can improve,” he remarked.
Matt Valentine, the Founder and Chairman of Atlético Dallas, highlighted the significance of community involvement in the team’s vision for stability. He expressed confidence in Hernández’s commitment to engaging with local fans, stating, “He will make an effort to be in the community, so people know we’re authentic.” Valentine articulated a desire for Atlético Dallas to become a staple in the Dallas sports landscape, underscoring their goal to establish a genuine connection with the community.
Even at 38 years old, Hernández remains dedicated to maintaining his fitness and contributing to the sport. His past achievements, including scoring 38 goals for the Los Angeles Galaxy, place him among the notable figures who have helped elevate soccer in North America. The influx of international stars has historically played a vital role in the establishment and popularity of soccer leagues in the U.S., with legends like David Beckham and Thierry Henry paving the way.
Chicharito’s presence is expected to attract many local fans, particularly those from the Mexican community, who once rallied around his predecessor, Hugo Sánchez, during his time with FC Dallas. With Atlético Dallas aiming to serve as a team for the city, there are plans to create community-oriented initiatives, including a soccer-themed bar and a robust youth program to ensure long-term engagement with the sport.
Valentine encapsulated the club’s ambition by stating, “We always talk about trying to build a 100-year asset. But to do that right, we have to have foundational traits that, without them, we can’t build a 100-year asset.” The emphasis on grit, heart, and community resonates with the club’s mission to foster a lasting soccer culture.
Hernández concluded the conference with a commitment to connect deeply with the people of Dallas. “This club is truly focused on the people—the people of Dallas. We want to build a real connection with the team,” he stated. His vision is for the fans to feel represented, not just on the field but in all aspects of the club’s endeavors.
