Baylor University Announces Exclusive Higher Education Partnership with FC Dallas

February 21, 2024
Graphic with the FC Dallas and Baylor logos at the top, Toyota Stadium in the background, and the text Proud Partner of FC Dallas at the bottom

FC Dallas photo

FRISCO, Texas (Feb. 21, 2024) – Baylor University announced today its new comprehensive partnership with FC Dallas as the club’s exclusive and official higher education sponsor. Included in the partnership, Baylor enters as an associate of the STEAM FC classroom program, FC Dallas’ School of Excellence Camps, and the FC Dallas Soccer Tour. 

The new partners also introduced the FC Dallas Youth Scholars of the Night - Presented by Baylor University. Each FC Dallas regular season home game, Baylor will recognize scholar-athletes from the FC Dallas youth program who have excelled both on the field and in the classroom. 

The two-year partnership will additionally include an annual book drive with the FC Dallas Foundation to encourage childhood literacy throughout North and Central Texas and a monthly video highlight from the FC Dallas Youth and Academy development programs, featuring the FC Dallas Academy Goal of the Month - Presented by Baylor University.

“We are extremely excited to launch 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, 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.”

In addition to the growing popularity of Major League Soccer and its global broadcast distribution agreement with Apple TV+, the Dallas-Fort Worth Metroplex will serve as the worldwide epicenter of soccer for the FIFA World Cup 26™, with its nine matches standing as the most among the 16 North American host cities. 

“We are so proud to welcome Baylor as the official Higher Education Partner of FC Dallas,” said Megan Miller, FC Dallas Vice President, Partnership Marketing.  “Both of our brands are committed to excellence in our communities, and we look forward to working together as we strengthen learning opportunities across our youth audiences in DFW through season-long initiatives.” 

The Dallas-Fort Worth Metroplex continues to be one of the biggest hubs for Baylor University’s prospective students, current students, and Baylor Alumni, creating a mutually beneficial opportunity to partner with FC Dallas. The club’s location in Frisco, Texas – one of the fastest growing cities in America and previously named the No. 1 Best Place to Live in America – creates a unique opportunity for the University to directly connect with the community that so many members of the Baylor Family call home.


FC Dallas is owned by Hunt Sports LLC and is committed to creating championship moments on and off the pitch. Since being purchased from Major League Soccer in 2003, FC Dallas has developed the 145-acre Toyota Stadium and Soccer Center in Frisco, Texas where it plays its home matches. FC Dallas and its affiliates operate the MLS NEXT Academy, boys’ and girls’ youth programs as well as MLS NEXT Pro’s North Texas SC. FC Dallas won the Lamar Hunt U.S. Open Cup in 1997 and 2016 while also winning the MLS Supporters’ Shield in 2016.


 Baylor University is a private Christian University and a nationally ranked Research 1 institution. The University provides a vibrant campus community for more than 20,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 100 countries to study a broad range of degrees among its 12 nationally recognized academic divisions.