Dallas Burn

Major League Soccer (1996-2004)

Background

Not truly a defunct franchise, but rather an abandoned brand identity from the early years of Major League Soccer.  The Dallas Burn were one of 10 founding franchises for MLS in 1996.  The club plays on today as “FC Dallas” following a 2004 brand re-boot that preceded the opening of the team’s soccer-specific stadium, Pizza Hut Park, in 2005.

Dallas’ greatest accomplished during the Burn era (1996-2004) was to capture the U.S. Open Cup in 1997.  The Burn defeated defending Open Cups champs D.C. United on penalty kicks on October 29, 1997 at Carroll Stadium in Indianapolis.  In MLS play, the Burn qualified for the playoffs in each of their first seven seasons, but were knocked out in the opening round five times.  The Burn’s deepest playoff runs came in 1997 and 1999 under Head Coach Dave Dir, when they reached the MLS Cup semi-finals.

Ownership Vacuum

Off the field, the Burn were considered a weak point for MLS as the young league’s financial losses accumulated in the late 1990’s and early 2000’s.  At the end of MLS’ sixth season in 2001, the Burn were one of two franchises still owned directly by the league, along with the Tampa Bay Mutiny.  According to the Sports Business Journal, the Burn lost about $3M per year at this time. Dallas’ continued survival in the league depended on the willingness of other MLS team owners (still facing the substantial deficits of their own clubs) to continue underwriting the red ink.

When word got out that MLS was looking at contracting the 12-team league in late 2001, fans and media speculated that the Burn were a likely vicitim.  When the axe came down in January 2002, however, MLS chose to drop its two Florida franchises instead.

The franchise’s salvation and bottoming out happened more or less simultaneously in 2003.  After seven years as a ward of the league, Hunt Sports Group stepped to operate the team.  HSG, which already owned MLS’ Columbus Crew and Kansas City Wizards clubs, was headed by longtime soccer patron Lamar Hunt.  Hunt previously owned (and lost many millions on) the Dallas Tornado of the North American Soccer League from 1967 until 1981.

Opening of Pizza Hut Park & Re-Branding

While the Hunts’ arrival gave the Burn a stable future, one of their first moves was to pull the team out of the Cotton Bowl and play the 2003 season at Dragon Stadium, a suburban high school stadium with artificial turf and no beer sales.  The move, intended to be temporary while the Burn worked on plans for a proper soccer stadium in Frisco, Texas, did not play well with fans. Specifically the relocation helped to crater the club’s Hispanic fan base.

After one season at Dragon Stadium, and with the 2005 opening of Pizza Hut Park in Frisco on the horizon, the Burn pulled an about face and moved back to the Cotton Bowl for one final campaign in 2004.  Two-thirds of the way through the 2004 season, Hunt Sports Group announced the re-branding of the club as “FC Dallas” to coincide with the opening of Pizza Hut Park the following spring.

Dallas Burn Shop

Contains Affiliate Links

The United States of Soccer: MLS and the Rise of American Soccer Fandom
by Phil West

Dallas Burn Video

Highlights of the Burn’s 1997 U.S. Open Cup final victory over D.C. United. October 29, 1997.

In Memoriam

Long-time Burn/FC Dallas midfielder and broadcaster Bobby Rhine died of a heart attack on September 5, 2011 at age 35.

Downloads

June 5, 2004 Burn @ MetroStars Game Notes

August 15, 2004 Burn @ MetroStars Game Notes

Links

Major League Soccer Media Guides

Major League Soccer Programs

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