MLS in Austin "took another step toward reality," as the franchise that could begin playing in the city next spring announced it would be known as Austin FC, according to a front-page piece by Chris Bils of the AUSTIN AMERICAN-STATESMAN. The club will have a "bright green, black and white badge featuring the name 'Austin' above a pair of intertwined live oaks." The brand was "created by local independent brand studio The Butler Bros." The decision to go with a generic name "falls in line with the recent trend of MLS expansion clubs" like LAFC and Atlanta United. It also "pays tribute to the team being Austin's first in a major professional sports league." Franchise ownership group Precourt Sports Ventures "left open the possibility for a team mascot and nickname and said it would welcome community input." The Timbers and Sounders are the "only MLS teams currently with green in their color schemes." In addition to the name and brand, PSV "revealed a rallying cry, 'Grow the Legend.'" The Butler Bros co-Founder Adam Butler noted it is a "nod to Austin's history." PSV also said that it "intends to be bilingual in its messaging and distributed an announcement video in both English and Spanish" (AUSTIN AMERICAN-STATESMAN, 8/23). In Columbus, Andrew Erickson notes there has "not been a formal announcement" of the Crew's move to Austin after the '18 season, and a final lease and development agreement between Austin and PSV has "not yet been signed" (COLUMBUS DISPATCH, 8/23).
AUSTIN'S POWERS: Galaxy Technical Dir Jovan Kirovski called the Crew's potential move to Austin "interesting" but one he believes ultimately will be "successful." He noted Austin has never had a major league pro team, but said, "It’s a vibrant city, growing city. I think it’s an interesting city." FS1’s Stu Holden said it is "hard to know it would be successful” based on the status of the two other MLS clubs in Texas. The Dynamo are “going through a little bit of a skid with regards to attendance" despite having a "great product on the field." Dallas FC also “at times struggle with attendance.” Holden asked, “Is Austin going to be a soccer city? I know the demographics and everything support that. ... It is a vibrant, emerging city.” Holden noted Columbus deserves some sympathy not only because it "might lose a team, but also the way that this has been handled.” FS1’s Rob Stone noted Columbus is an “MLS original." Stone: "They’ve done it right. They’ve done American soccer right with the first-ever stadium” (“Liga MX Pregame,” FS1, 8/22).
SHOW ME THE MONEY: In Austin, Taylor Goldenstein in a front-page piece wrote Travis County "isn't giving up on collecting tax dollars" on a potential MLS stadium at McKalla Place that the Austin City Council "waived in a deal approved last week." As part of the agreement to build a $200M stadium, the City Council and PSV "agreed the facility would not produce property tax revenue." Under the deal, the city "would own the land and stadium and lease it back" to PSV. Travis County commissioners "unanimously voted Tuesday to 'authorize the county attorney to preserve the county's rights to challenge the tax-exempt status of the stadium company's use of city property.'" They also "voted to 'pursue negotiations with the city and other local taxing entities on expectations for preserving taxable value in the redevelopment of publicly owned real estate'" (AUSTIN AMERICAN-STATESMAN, 8/23).
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