TOCA Social—a soccer-driven entertainment concept that first launched in London in 2021, attracting Premier League players and “Ted Lasso” stars—is opening its first U.S. venue this Friday at Grandscape in The Colony, a suburb north of Dallas.
Featuring immersive target-game “TOCA boxes,” TOCA Social aims to revolutionize how fans engage with soccer by offering “the world’s first interactive and socially competitive soccer entertainment experience.”
[Photo: TOCA Social]
Founded by two-time U.S. World Cup veteran and MLS player Eddie Lewis, TOCA Social blends interactive soccer-based games powered by proprietary ball-delivery and tracking technology with “chef-driven food, craft cocktails, and vibrant social spaces,” the brand says. Guests compete in immersive soccer challenges inside private game boxes while enjoying “a full dining and entertainment experience.”
The Grandscape location was first announced in 2024, following an earlier planned effort to open the venue in the Dallas Design District.
TOCA Football, TOCA Social’s parent company, is based in Costa Mesa, California. The company operates five TOCA Soccer Centers in the Dallas-Fort Worth area, along with having a strategic partnership with the MLS club FC Dallas.
A fan-packed watch party at a TOCA Social venue in the U.K. [Photo: TOCA Social]
Cowboy’s Brandon Aubrey invests amid runup to FIFA World Cup
Dallas Cowboys placekicker Brandon Aubrey is investing in the launch of TOCA Social Dallas, TOCA said. Aubrey—who’s currently negotiating with the Cowboys for a new contract that could value him above all other NFL kickers—is slated to appear at the Grandscape venue Wednesday for a ribbon-cutting ceremony. FIFA World Cup champion and two-time Olympic gold medalist Abby Wambach, another TOCA Social investor, is expected to attend as well, along with other sports celebrities.
“Dallas is one of the premier sports markets in the country and home to one of the fastest-growing soccer communities,” TOCA Global CEO Yoshi Maruyama said in a statement. “Launching our first U.S TOCA Social here—alongside an athlete like Brandon, who’s beloved locally and passionate about the global game—makes this a natural fit.”
Aubrey was a pro soccer player before joining the Cowboys and become one of the NFL’s most accurate, long-hitting kickers. He starred at Notre Dame and was selected by Toronto FC in the MLS SuperDraft before ultimately transitioning to football, TOCA noted.
“Soccer is where my professional journey began,” Aubrey said. “When I saw what TOCA Social built overseas, combining competition, technology, soccer and a great night out, it immediately felt like something Dallas would embrace. With the World Cup coming to North America this summer and soccer growing rapidly in North Texas, the timing couldn’t be better.”
AT&T Stadium will be branded as “Dallas Stadium” for the World Cup this summer, hosting nine matches, more than any other North American venue. That will make North Texas one of the epicenters of global soccer in the months to come—and TOCA Social aims to serve as a gathering place for fans during the tournament and beyond.
England and Bayern Munich superstar striker Harry Kane is a TOCA investor, too. [Photo: TOCA Social]
Joins other immersive entertaining venues at Grandscape
TOCA Social will be joining an array of other immersive entertainment venues when it opens Friday at Grandscape, which was named the Most Innovative Retail and Entertainment Project at the Global RLI Awards in London in 2021. Other venues at Grandscape include everything from Puttery to Cosm to Immersive Gamebox to Andretti Indoor Karting & Games.
TOCA Social currently operates two venues in England in the cities of London and Birmingham, and is planning further expansions in Paris and Mexico.
A U.K. venue shows “TOCA boxes” in action at the rear of the photo. [Photo: TOCA Social]
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