October 23: Capelli Sport will be the official and exclusive supplier of apparel and field equipment for Atlético Dallas until 2030 as the club prepares for its first USL championship season in 2027.
The deal includes players, coaches and staff from the inaugural season.
Dallas Athletic will play in the Cotton Bowl at Fair Park under the slogan ‘Glory From Dust’. The club has already made a statement signing former Mexico forward Javier ‘Chicharito’ Hernández.
The club says Capelli offered something bigger suppliers couldn’t. “We believe in a fan-first approach, and Capelli gave us something others couldn’t: a truly custom team built with us instead of for us, along with a direct line of leadership that makes us a priority, not a number,” said Sam Morton, chief commercial officer and co-founder. “With this partnership, we can bring authentic gear to our fans for less than $100.”
This price stands out. Replica jerseys from major manufacturers typically cost over $100, and an affordable authentic jersey is a handy way for a new club to quickly build a fan base in a crowded sports market like Dallas.
“Atlético Dallas represents everything we look for in a partner: a bold vision, a deep commitment to the community and a genuine passion for the growth of the game,” said George Altirs, founder and CEO of Capelli Sport.
“As they prepare for their inaugural season in 2027, we are proud to stand alongside their organization and help equip a club built to make an impact both on the field and in the community for years to come.”
For Capelli, the deal adds to its growing presence in US men’s professional soccer, where it has positioned itself as a more flexible alternative to global brands for clubs outside the top tier.
Contact the writer of this story at (email protected)
