TOCA Social, a gamified soccer experience, unveiled plans to create a venue with a blend of soccer entertainment mixed with bars. The venue is set to open in a suburb of Dallas next summer ahead of the World Cup the following year and located close by Arlington’s AT&T Stadium.
TOCA Social will offer five games where guests attempt to hit targets with soccer balls to three differing levels of difficulty. Each area can accommodate roughly 12 people.
It will be TOCA’s first entertainment venue in the United States, adding to its list of United Kingdom locations in London and Birmingham.
CEO Yoshi Maruyama, spoke at the announcement: “We have always identified Dallas and the metro area as a critical part of our growth strategy because of how vibrant the soccer community is.
“The location was particularly attractive because it has proven itself to be very successful and is seen by the community as being a great, safe and welcoming entertainment hub. We have incredible partners and the access is incredible for these kinds of leisure projects.”
The venue is expected to cover some 27,000 to 28,000 square feet and will employ about 150 workers.
“We believe that the Dallas metro area has the ability to support multiple TOCA Social venues, added Maruyama. “This is only one of many that we’re planning going forward.”
TOCA is also coming off the 2022 high of closing a 10-year partnership deal with U.S.-based Major League Soccer. On top of making the MLS a stakeholder in TOCA through financial support, it means MLS branding will also be plastered throughout the building.
The same technology, such as TOCA’s proprietary pass delivery tool Touch Trainer, will be used at TOCA Social and TOCA’s professional training facilities.
Eddie Lewis, TOCA founder and former MLS player, described the emotions of opening the new TOCA venue. “When I was a professional player trying to be my best, I used the same training philosophies and routines that TOCA uses now.
“To see and celebrate TOCA players on the same field as the MLS All-Stars nearly 25 years later, I can’t even begin to describe how amazing it is.
“We’re excited about the World Cup shining a spotlight on everything the D-FW metroplex has to offer soccer fans and visitors traveling here for the matches.
“We love seeing the game’s growing enthusiasm leading up to 2026. As we get closer to the event, we’ll ramp up our marketing in the hopes of attracting soccer fans to our many restaurants and unique retail opportunities, and to stay in The Colony.
TOCA has grown in popularity to the extent that FC Bayern München Striker Harry Kane is a partner with the company as well as MLS superstar Kellyn Acosta has taken a stake in the company. MLS side FC Dallas also has a partnership with the ever-growing company.
Image: TOCA
