RANGE Led Pizza Hut Park Identity and Marketing for F.C. Dallas MLS Launch

RANGE served as agency of record for F.C. Dallas during the club's Major League Soccer launch, creating the naming rights identity and marketing campaigns for Pizza Hut Park: the stadium now known as Toyota Stadium in Frisco, Texas.

The Dallas-based independent handled the complete brand identity system for the venue's Pizza Hut era, from wayfinding and signage design to marketing campaigns supporting the naming rights partnership. The work covered the stadium's opening phase as F.C. Dallas joined MLS in 2005.

Pizza Hut Park opened in August 2005 as a soccer-specific stadium with 20,500 capacity. The venue hosted F.C. Dallas matches, the 2006 MLS All-Star Game, and the 2007 Lamar Hunt U.S. Open Cup Final during the Pizza Hut naming period. Toyota acquired naming rights in 2013, rebranding the facility as Toyota Stadium.

RANGE's scope included the identity architecture connecting Pizza Hut's brand to the stadium experience: environmental graphics, directional signage systems, and campaign creative supporting the partnership. The agency managed the brand rollout across physical touchpoints and marketing channels as F.C. Dallas established its presence in the competitive Dallas-Fort Worth sports market.

The project represents the type of multi-layered branding assignment independent agencies handle for major sports properties: venue identity, wayfinding systems, and campaigns executed under a single agency relationship. RANGE delivered the work during the early MLS expansion era when the league was building dedicated soccer stadiums and establishing long-term naming partnerships.

F.C. Dallas continues to play at the Frisco venue, now in its 21st season at the stadium RANGE originally branded for Pizza Hut.