Soccer Experience Brand Toca Social Kicks Up Development Ahead of World Cup
Toca Social opens first U.S. location and eyes growth ahead of the World Cup.
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Toca Social, a new soccer entertainment franchise, has opened its first U.S. location in Dallas and plans further expansion, including in Mexico. The timing coincides with the upcoming World Cup, presenting potential growth opportunities driven by soccer enthusiasm.
Why It Matters
The focus on developing locations in anticipation of the World Cup may create an increase in demand for franchises, potentially compressing available territories for future investors.
Toca Social, a soccer entertainment franchise, has recently expanded its reach by opening its first U.S. location in Dallas and establishing its first franchise unit in Mexico. This launch coincides with the lead-up to the 2026 World Cup, making it a strategically significant time for the brand. The Dallas venue opened just weeks before the tournament, which will host nine matches in the metro area, potentially providing a boost to the franchise's visibility and customer engagement.
Toca Social, a concept introduced by Toca Football, aims to create an interactive, experience-driven environment centered on soccer. The venue offers virtual soccer games alongside food and beverage services while catering to a broader audience beyond traditional soccer players. According to Toca Social President Alex Harman, the goal is to make soccer accessible to everyone by adapting the game for small groups in private settings. “Relatively few soccer fans will actually kick a ball,” Harman noted, emphasizing the brand's focus on inclusivity.
The brand is not new to the market; it first launched in the U.K. in 2021 and has gradually expanded to more locations over the past years. The operator profile suggests that Toca Social is moving into the U.S. market with a mix of company-owned and franchised units, indicating a growth strategy that leverages both direct investment and franchisee partnerships.
