Everything’s bigger in Texas, and sports are no exception. With successful seasons from multiple Dallas teams, the future of sports in North Texas is promising.
As the executive director of the Dallas Sports Commission, Monica Paul is pivotal in developing and executing bid strategies and marketing programs that boost Dallas' success in securing sports competitions and events. Her efforts span Olympic, professional, collegiate and amateur sports. Paul collaborates closely with professional leagues, the NCAA, Olympic National Governing Bodies and amateur sports federations, positioning Dallas as a premier destination for events, conventions and meetings.
And her work has paid off. In the last 10 years, the Dallas Sports Commission secured more than 570 events — which attracted over 8.1 million attendees and created an economic impact of $4.3 billion for Dallas and the region through 2023.
“We are currently experiencing the greatest sports moment in our city’s history, highlighted by the Mavericks’ exciting run to the NBA Finals, the Stars’ thrilling run in the Stanley Cup playoffs and the Rangers’ World Series win,” Paul told Local Profile.
Major events, including the 2026 FIFA World Cup, the 2030 NCAA Men’s Final Four, the 2031 NCAA Women’s Final Four and past events such as the 2022 WWE WrestleMania, 2018 NFL Draft, 2018 NHL Draft and the 2020 NHL Winter Classic — to name a few — are also thanks to Paul and the commission.
“Big wins happen here, and there’s no denying that those in Dallas have always had a huge appetite for sports — one that continues to grow,” Paul said. “The NBA Finals alone will bring visitors from Boston and from around the world, resulting in more attention to our great city and, in turn, allowing us to attract more events here.”
Paul noted that the addition of Dallas’ first professional women’s soccer team, Dallas Trinity FC, is a major win for the city. In addition, in 2025 Dallas will welcome another professional team to our roster with the addition of a team playing in the Pro Volleyball Federation.
“The momentum behind women’s sports is undeniable, and Dallas is at the forefront of this movement,” Paul said. “As more attention and investment flow into women’s athletics, our city stands ready to embrace and celebrate the skill, dedication and passion of female athletes. With Dallas Trinity FC, we’re not just witnessing the rise of women’s soccer. We’re actively shaping its future.”
But it’s not only women’s sports that are at the forefront of Dallas sports. According to Paul, hosting another Super Bowl or College Football Playoff National Championship would be a great opportunity for the city.
Paul noted that events such as the FIFA Women’s World Cup or WNBA All-Star Weekend are on her bucket list. But the Olympics in Dallas isn’t out of the question. According to Paul, Dallas could play host to the Olympics in 2028, as Los Angeles is set to host in 2028. “Other cities have similar offerings to Dallas, but only we have the full package,” Paul said.
Don't miss anything Local. Sign up for our free newsletter.
