Michael Hitchcock: The Vision for Year Two
Chupacabras Eye Year Two Growth as World Cup Spotlight Turns to North Texas
With Dallas–Fort Worth hosting nine 2026 World Cup matches, McKinney’s club looks to build on its foundation, expand community impact, and capitalize on rising interest in the sport.
“You’re starting from scratch,” Hitchcock said. “Building culture takes time. Year one is about setting the foundation.”
With that foundation established, the club expects growth in both performance and attendance in Year 2. Leadership anticipates increased turnout driven in part by World Cup momentum and the team’s move into the all-Texas Ranger Division, which is expected to improve regional rivalries and traveling support.
The club is also expanding merchandise offerings and exploring watch parties and community-driven events tied to the World Cup.
Every four years, the tournament drives increased national interest in the sport. The 1994 World Cup, last hosted in the United States, preceded the launch of Major League Soccer in 1996. Local leadership hopes similar momentum can be captured at the community level.
Long term, Hitchcock said the club’s vision includes constructing a permanent stadium — a goal dependent on sustained community engagement and season ticket growth.
Story by Grayson Pitts
Edited by Elliott Stockdale
McKinney Chupacabras FC aren’t just entering their second season - they are preparing for what could be the most significant year for soccer in the United States.
With the 2026 FIFA World Cup coming to the U.S. and the Dallas–Fort Worth metroplex set to host nine matches — more than any other market — interest in the sport across North Texas is expected to surge. For the Chupacabras, this presents both opportunity and responsibility.
“This is the biggest year in the history of soccer in America,” said Michael “Hitch” Hitchcock, founding partner and management executive of the club. “We have an opportunity to use this as a springboard for growing the game in our country for the long term.”
Hitchcock brings more than 30 years of experience in soccer leadership. A former Division I player at Virginia Commonwealth University, he spent more than a decade in Major League Soccer, including serving as President and General Manager of FC Dallas. During his tenure, the club opened what is now Toyota Stadium in 2005 — at the time only the third soccer-specific stadium built for an MLS franchise.
Today, Hitchcock owns Playbook Management International, a sports management company founded in 2009, and holds ownership stakes in multiple lower-division clubs across the U.S. His approach emphasizes community integration — a model reflected in McKinney.
The Chupacabras participate in city events, promote local businesses, and host youth soccer camps at Craig Ranch. Players and staff regularly engage with schools and community organizations.
Expansion years are often difficult on and off the field, but Hitchcock said he was encouraged by the club’s inaugural season. The Chupacabras finished fifth in the seven-team Mid-South Division and averaged approximately 3,500 fans per home game.
