Texoma Soccer’s Transition: From Struggling Franchise to Emerging Opportunity

The situation surrounding Texoma Soccer Club is complex and requires a nuanced approach. In their inaugural season, the club encountered significant difficulties, failing to meet the high expectations set by its owners. While the long-term potential for Texoma as a soccer club seems limited, its positioning as part of a multi-club system in North Texas presents a viable opportunity, as argued by Watson.

Watson emphasized the distinct identities of the communities involved, suggesting that both clubs could foster a strong sense of local support while contributing to a larger soccer framework. His vision includes maintaining Texoma’s presence in its current market while simultaneously establishing a new, larger club that can pursue greater relevance as promotion and relegation become more integrated into the soccer landscape.

“All clubs in the USL are considering the promotion-relegation pathway. We all recognize that it’s on the horizon, and we are strategizing accordingly to ensure long-term success,” Watson remarked.

The overarching goal is to create an interconnected soccer ecosystem where shared academies and a common talent pool can benefit both clubs, allowing them to flourish.

It is essential to recognize that Texoma did not achieve the desired success in its first season. The on-field performance was underwhelming, culminating in a 12th place finish, only six points above the league’s bottom position. Off the field, attendance was also disappointing, with the club recording one of the lowest average attendance rates in the league, often drawing fewer than 1,200 fans to matches. At one point, attendance fell to just 216, following multiple rain delays.

Regular attendee Richard McKibbin expressed concerns, stating, “From early on, I felt that USL League One was perhaps too advanced for us. Given the low attendance in Sherman, I questioned the long-term viability of a professional team in this market.”

Ultimately, Texoma faced a significant challenge: the local market could not support a professional soccer team, a reality Watson had to confront. “We recognized that our community aligns more closely with the USL League Two,” he stated.

For several months prior to any public announcement, Texoma’s owners had been exploring alternative markets, understanding that their current team would not remain in the USL League One for long. Watson noted, “Looking at successful clubs like Portland Hearts of Pine, we analyzed what they were doing right and how we could create a community-centric franchise.”

The solution emerged as a new brand in a different city. After conducting thorough market research, Watson concluded that the most successful USL clubs are located in areas with a distinct cultural identity and a demand for sports, along with the potential for future stadium construction.

“We spent six to seven months evaluating whether the idea made sense, engaging with city leaders to gauge their interest and the feasibility of building a venue,” Watson explained.

Celina, Texas, has emerged as a more promising market, with a similar population to Sherman but located within the rapidly growing Dallas-Fort Worth metropolitan area. City officials anticipate significant growth, with projections indicating a population increase to around 300,000.

Watson sees this demographic shift as a promising opportunity. “This community is on the rise, and the local leadership is supportive, suggesting that this could be a successful franchise,” he stated.

Celina already boasts a robust sports culture, particularly in high school football, with packed stands at games. Watson remarked, “Downtown events regularly attract 15,000 to 25,000 participants, and their high school football games often sell out.”

The new team, branded as Rodeo SC, has already generated enthusiasm, with supporters rallying behind the idea soon after the announcement. Watson noted, “The supporters plan to embrace a Texan aesthetic, dressing in traditional cowboy attire to embody the spirit of the region.”

The unique branding of Rodeo SC aims to capture the essence of Texan culture while providing an entertaining matchday experience. Watson envisions that visitors from across the country will leave with a sense of having experienced Texas through this club.

While ownership initially aimed to launch Rodeo SC by 2026, they acknowledged that such a rapid turnaround was unrealistic, now targeting a 2027 debut. Branding and team imagery are set to be unveiled in the coming year, ensuring all foundational elements of a new sports franchise are in place. The USL has expressed its support for this venture, reinforcing the optimism surrounding the new club.

However, the transition does not come without challenges, particularly regarding the human aspect of demoting a club. Many players were on short-term contracts, but some had multi-year agreements that may not be honored fully under USL rules. The USL Players Association has voiced concerns about the implications of self-relegation on players’ livelihoods.

Watson admitted that these discussions were challenging, especially given the close bonds formed with the players in their inaugural season. “It was difficult to have those conversations; we grew attached to the players and hoped to retain many for future seasons.”

Moreover, managing multiple teams presents its own set of complexities, such as player allocation and resource distribution. Watson believes that even with the shorter season for the League Two team, the player pathway can be effectively managed. “We plan to enhance staffing to ensure both teams operate efficiently and will continually assess our operations to improve.”

McKibbin expressed concern that Texoma might be overshadowed by Rodeo SC, suggesting that efforts could be disproportionately directed towards the latter. “I worry that Texoma could become a neglected side project, with all focus shifting to Rodeo,” he said.

Additionally, there is the potential—albeit unlikely—scenario of the two teams facing each other in the US Open Cup, sparking questions about loyalty. McKibbin affirmed, “Texoma will always be my team, and while I will support Rodeo SC, my season tickets will remain with Texoma.”

Ultimately, this narrative speaks to the broader mobility and evolution of soccer in the United States. While Texoma may not have succeeded as anticipated, Rodeo SC could pave the way for a more integrated soccer network. As Watson stated, “This approach creates a comprehensive ecosystem that encompasses youth, semi-professional, and professional soccer, enabling a complete journey through the sport.”