Dallas / Fort Worth, TX – In a move that should not surprise anyone who know them, Michael Hitchcock and Brian Price have combined to form Tifo Branding, a design agency that specializes in creating powerful soccer brands.

“As we’re entering the biggest growth period in the history of US Soccer leading up to the 2026 FIFA World Cup in North America; soccer popularity in the U.S. is rising significantly, and we’re seeing an unprecedented amount of interest in team ownership and investment, The beautiful game is booming in America!” Hitchcock said.

By combining Hitchcock’s soccer leadership and business acumen with Brian’s creative and design prowess, they make a formidable team with proven success in the industry. Annapolis Blues FC in Maryland, Lubbock Matadors in Texas, and Charlottetowne Hops FC in North Carolina are just a few brands they created together. They have also rebranded teams like West Texas FC (nee Midland-Odessa Sockers), and freshened brands like 865 Alliance in Knoxville, and Central TX Coyotes FC (nee Temple Coyotes) in Texas.

“We’ve worked on some killer brands together,” Brian said, “so it’s a pretty natural progression for us to combine forces officially.”

What’s in a Name?

The name ‘tifo’ should strike a chord with soccer supporters, but for the uninitiated: tifo are art displays created by supporters across stadium stands, usually coordinated on a large scale, meant to bolster the home club’s confidence, as well as intimidate the opposing side.

Who’s Driving this Bus?

Michael Hitchcock (“Hitch”) is a 27-year Soccer Management Executive who spent over 12 years in Major League Soccer. Known as a strategic thinker and soccer pioneer, Hitch has won numerous MLS Business Awards during his MLS career.

He held many positions with MLS clubs, including an entry-level ticket sales representative at DC United, Director of Sales at Colorado Rapids, Vice President of Sales for LA Galaxy, and General Manager of FC Dallas.

His sports management company, PMI, has worked with over 100 professional soccer teams, leagues, venues and soccer events all over the world, with ownership/investment in multiple soccer clubs in the US, Europe & the Caribbean.

Brian Price cut his supporters teeth as an early member and art director of DBG (FC Dallas/MLS), co-founder of the American Outlaws Fort Worth Chapter (USNTs) and co-founder of Panther City Hellfire (Fort Worth Vaqueros/NPSL).

He has lived and breathed soccer supporter culture, from sewing massive sheets of muslin together in the living room and painting, coordinating and implementing large-scale tifo displays to leading supporters sections in songs and chants as a lead capo.

His boutique design studio in Fort Worth, TX, Echo Seven Design Co., has worked with several soccer brands including Fort Worth Vaqueros, Dallas Sidekicks, New Amsterdam FC, Major Arena Soccer League (MASL), Appalachian FC and more.

For more information about Tifo Branding and to see case studies of select clients, visit tifobranding.com. You can also follow them on social media at @tifobranding.

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