FC Dallas and ParkHub Kick Off New Partnership, Scoring a Goal for Improved Fan Experience at Toyota Stadium

The Dallas-based parking tech firm's innovative hardware and software will be used to manage the soccer club's parking operations and streamline payment processing for ticket sales, merchandise, and food and beverage sales.

Dallas-based ParkHub has announced a new five-year partnership with Frisco-based Major League Soccer club, FC Dallas, to enhance the game day experience at Toyota Stadium. As part of the deal, the parking technology firm’s innovative hardware and software will be used to manage the soccer club’s parking operations and streamline payment processing for ticket sales, merchandise, and food and beverage sales.

With more than 70 percent of the National Football League, National Basketball Association, National Hockey League, and Major League Soccer already using the company’s technology, FC Dallas fans can now expect an improved parking experience on game day, according to a news release. Onsite parking transactions will be facilitated with ParkHub’s mobile handheld point-of-sale device, Prime.

ParkHub, which has been recognized as an integrated software vendor in the payments industry by the Electronic Transactions Association, says its business intelligence platform—Suite—will help FC Dallas optimize game day operations and the fan experience. The technology will also support its FC Dallas youth soccer program.

“We’re excited to be working with ParkHub on delivering an improved parking experience for our fans on game day,” said Dan Hunt, FC Dallas President, said in a statement. “Working with a local Dallas company that is an industry leader made this a smart decision for us, and we look forward to this partnership.”

ParkHub has a history of success in making sports and entertainment entities more efficient and profitable while creating a better fan experience. This expansion of the partnership embodies the “innovative spirit” of Major League Soccer, according to ParkHub Chief Revenue Officer Chris Elliston. “It’s an honor and privilege to help support parking operations for the Cowboys, Mavericks, Rangers, and Stars, and we couldn’t be more thrilled to expand our partnership with FC Dallas,” said ParkHub Chief Revenue Officer Chris Elliston in a statement.

The expansion of the FC Dallas partnership embodies the “innovative spirit” of Major League Soccer, he added.

FC Dallas hosted almost 300,000 fans across all MLS and US Open Cup matches last year, according to ParkHub. The club opened the MLS season at Toyota Stadium on February 25th against Western Conference foe Minnesota United.

ParkHub also supports parking operations in other major industry sectors, such as municipalities, universities, and parks & recreation. Last fall, the parking tech company announced the acquisition of Smarking, a San Franscisco-based provider of parking software for commercial and real estate owners, just two months after acquiring Dallas-based Fuzse, a payment processing integrator.

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R E A D   N E X T

  • The first TOCA Social launched last August in London, attracting cast members from "Ted Lasso" and top Premier League players. The Dallas location, slated to open in 2023, will offer a three-floor, 56K-SF experience of dining, drinks, and interactive soccer games in 34 "TOCA boxes." The top two floors and their huge decks will offer "bonkers" views of the Dallas skyline—and may be a magnet for corporate events.

  • If the future of sports has one home, it’s right here in North Texas. A big brag, we know. But consider this: From high-tech advances to the hottest sports trends to startups on the edge of fitness science, it’s all kicking off in Dallas-Fort Worth.

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  • Two months after acquiring Fuzse, a payment processing integrator, Dallas-based ParkHub has scooped up Smarking to broaden its product suite and expand into new end markets. Founded in 2014, San Francisco-based Smarking is a SaaS-based solution that enables customers across North America to effectively manage their parking assets through access to real-time data and analytics.

  • Sports Pro Daily is out with its 2023 list of 20 Sports Tech Ideas to Invest in Now—and local startup nVenue has made the list. Dallas-based nVenue's predictive analytics platform takes real-time data of what’s happening in a game and runs it through “millions” of models to show the predictive percentage of what could happen next. nVenue's tech is "helping bookmakers and broadcasters generate value from every moment in every game," Sports Pro Daily writes.

  • Dallas-based Century Golf Partners and Japan-based HKI America have teamed up to buy the storied Four Seasons Golf & Sports Club of Las Colinas. Century Golf Partners, one of the world's leading golf and club ownership and management teams, was founded in 2005 for the purpose of acquiring and managing private clubs, public courses, and golf resorts and is the partnership’s managing partner. Financial terms of the deal were not disclosed.

  • Toronto-based GameSquare announced a merger agreement last week with Engine Gaming & Media, a data-driven gaming, media, and influencer marketing platform company. The all-stock deal could give the combined company "an audience and reach as large as any gaming and esports company currently in the market," management said. Jerry Jones and John Goff will continue to be the largest investors of the combined entity, with the Jones family and Goff Capital holding "significant" board representation.

  • “Mastercard has an interest in the future of commerce, specifically at the intersection of "Creator Economy" and "Fintech" and that’s where XR Sports lives,” said XR Sports founder and CEO Kedreon Cole. XR Sports is one of five startups added to the fintech giant's program.

  • On Friday night, The Dallas Fuel defeated the two-time world champions San Francisco Shock to become the 2022 Overwatch League Champions, winning the best-of-seven series 4-3. The finale  played out live onstage in front of thousands of fans at the Anaheim Convention Center in California, and was streamed on YouTube for a live audience of an estimated 325,000-plus concurrent viewers.

  • In this week’s North Texas deal flow, you’ll also find news about Pathway Healthcare’s Texas expansion via Innovation360 acquisition; NEW A.G.E Inc’s $2.5M deal with Healing the Earth; donor software firm NPact's acquisition of products from Blackbaud; and Irving-based Commercial Metal Company’s acquisition of Advanced Steel Recovery among other deals.

  • Plano-based collectibles industry leader Beckett announced Monday that it has completed its acquisition of New York-based NoXX Technologies. The startup's CEO and Founder Scott Roskind will join Beckett as its chief visionary officer. Noxx, a "collector-first platform" founded in 2020, offers asset management and community connection with advanced technology. "Our goal is to provide THE social identity for collectors," as NoXX puts it. The startup offers discovery in a "fragmented industry" and helps collectors get insights from their assets. "The acquisition of NoXX is one more important step in our creation of the industry's digital leading platform," Beckett CEO Kunal…

  • TOCA has 28 tech-powered soccer training centers across the U.S., including several in the Dallas-Fort Worth area. The 10-year MLS partnership will kick off in 2023, aiming "to inspire and improve the next generation of soccer players in North America." As part of the deal, MLS will become a TOCA shareholder. TOCA views North Texas as a key hub for the company. Athletes across DFW train with TOCA's proprietary tech—from data-capture and analytics to the TOCA Touch Trainer. And TOCA Social, a 56,000-SF entertainment and dining venue, is on its way to the Dallas Design District.