MLS in Austin Statement Regarding San Antonio’s MLS Application

On January 31st, Spurs Sports and Entertainment entered their application to Major League Soccer for consideration of San Antonio FC for one of two expansion slots to begin play in 2020. The expansion cities will be announced later this year.

As San Antonio’s acceptance would almost certainly close the door on Austin’s MLS ambitions; they are the only market Austin should concern itself with when watching the expansion derby. With San Antonio now having formally submitted an application, there’s both concern from some of the Austin faithful and confusion from some San Antonio fans on why Austin doesn’t just abandon our pursuit and hitch our wagon to supporting their bid. We’d like to address why Austin will continue to push for a team here and not settle for there:

Regardless of San Antonio’s claim, Austin is not part of their market. Full stop.

Today is Not Tomorrow

Today, San Antonio is clearly the better positioned city. Think about this for a moment: On paper, the Austin soccer scene is currently in terrible shape:

• Austin doesn’t having any public (keyword: public) stadium plan and definitely no location secured
• No announced MLS ownership group looking to bring a club to Austin
• Current USL ownership is non-communicative with fans publicly and have very little to tell the media in 18 months
• We’re going into year 2 of a USL hiatus and have a transient history with soccer teams in the area to begin with
• And there are more cities already interested in joining MLS than could ever hope to get in. 12 of them just dropped their formal applications on the league’s doorstep.

Unprecedented Market Research by the League Itself into a Market

Why Austin Will Still Happen

Despite all of the above:

• MLS is currently investing their own money on a study of Austin — which they have not done or are currently doing in any other market that we can find. This is going on now. Today. In the face of 12 other applications.
• Practically every time MLS talks about San Antonio, they name drop Austin. Not as part of the San Antonio market (Which again: We’re not), but as an alternative Central Texas location for a franchise.
• We hear time and again from the eco-system around the league that MLS would prefer to be in Austin over San Antonio. If not, why would they even be bothering to vet Austin at this point if San Antonio’s bid is all but a lock as their preferred market?
• We have an opportunity to create an ideal facility and location that aligns with MLS’ preferences — near plenty of before-and-after activities (bars, restaurants, shopping) — preferably in walking distance. It doesn’t have to be downtown, but in no way it can be out at a place like CotA or Round Rock. San Antonio’s stadium location is far less desirable based on what MLS is looking for. As we’ve written before, Austin will need a new 20k seat facility in the next 5 years anyway – the timing can be great if we make it!
  Get the right stadium plan, we’re in!
• Austin has the growth, demographics, transplants from other soccer markets, and a strong TV ratings market for MLS and other soccer leagues.
• Austin is the largest market in the country without a professional sports team. MLS has shown a preference for markets with less professional competition or where the loss of a pro-team has created a vacuum for MLS to fill.
• “Austin” is a global brand. Our events and culture attract people from all over the world. Merchandising opportunities abound with the right branding!
• We have time. Of the 12 current applicants, 2 will get the nod later this year to play in 2020. On a national level, there are more urgent and timely market opportunities in that stack that MLS should and likely will attend to right now.
• There’s also no immediate need for MLS to make a move on a Texas-3 team. MLS can wait and see if San Antonio FC can raise their attendance (~6k per match average in 2016) and grow the market. Meanwhile, an emerging Austin ownership group and stadium plan can potentially start a Texas bidding war. Finally, MLS can take the time to evaluate and decide where they really want a Central Texas team: Austin or San Antonio, then simply mandate it.

How Do We Lose

Time is running out to go public with how we get there and how we do it within a competitive time frame. By the end of 2017 or early-2018, we need to have all the machinery up-and-running to quantify that we’re on a trajectory for a 2022–2024 expansion team to be playing on our pitch.

We fail by failing to:

• Attract the right ownership group
• Get all the approvals needed for a stadium that meets MLS’ goals
• Activate the large, but fragmented supporters in Austin and fail to win the support of local businesses and officials

Our members are actively doing what we can to ensure one outcome: MLS in Austin by 2024.

Now is the Time to Join the Cause

The road is long; the road is difficult. This absolutely could end with a team in San Antonio or no third Texas team at all. However, we are confident that MLS’ continued interest in Austin can be converted into a competitive bid for a team — especially with your help. We’re an underdog with an edge and a glitch in the expansion system to be leveraged.

So stand with us. Join our growing ranks and become an active member of the MLS in Austin community. Help us make Division 1 soccer in the Capitol City a reality.

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