The Opportunity

With the U.S. entering a transformative decade of global sporting events—including the 2026 FIFA World Cup—Texas has the chance to become a national leader in soccer culture, business, and infrastructure. SXSW 2025 offered a timely platform to explore this potential.

Our Role

HTX Sports Tech curated and moderated a marquee panel at SXSW featuring industry leaders from clubs like Austin FC and Houston Dynamo, as well as brand and partnership experts from Umbrella and B-Engaged. We guided a focused discussion on how to position Texas as a long-term epicenter of the sport—on and off the pitch.

Lasting Impact

The panel sparked new conversations among stakeholders about elevating fan engagement, brand marketing, and cross-continental partnerships. Our facilitation helped align key players around a shared vision for Texas’ soccer future, setting the stage for actionable collaboration ahead of the World Cup.