Toca Social, the fast‑growing soccer entertainment franchise, has just announced its first United States venue in Dallas, Texas, and simultaneously opened its inaugural franchise unit in Mexico, a move timed perfectly with the approaching 2026 World Cup.
A Global Vision for Soccer Play
The brand blends virtual soccer matches with full‑service food and beverage offerings, re‑imagining the sport as an experience that can fit into compact, private spaces accessible to anyone.
Alex Harman, President of Toca Social, says the company is actively seeking international franchise partners to drive growth beyond the United States and the United Kingdom, with Guatemala identified as a priority market and plans for two to three additional agreements by 2027.
Eddie Lewis, President of Toca Football and a former World Cup player from 1996 to 2008, believes the tournament will provide lasting inspiration for the brand, recalling his own professional background and the surge in soccer’s popularity since the sport’s rise in the early 2010s.
Toca Football already operates Toca Soccer, an indoor training center network comprising 40 locations, and has leveraged the sport’s increasing visibility to build a broader entertainment ecosystem.
The expansion strategy mixes company‑owned sites in the United States with a franchising model abroad, and includes a partnership with shopping‑center giant Unibail‑Rodamco‑Westfield to bring the concept to Continental Europe.
Target customers span young adults seeking evening entertainment, families looking for weekend or holiday outings, and corporations needing mid‑day, mid‑week event spaces, with the brand promising watch parties during the World Cup that feature large screens and convertible private game boxes.
Looking Ahead
With the 2026 World Cup set to host nine matches in the Dallas area, Toca Social expects a surge of interest that will fuel its rollout of at least twenty Mexican locations and further international openings.