Long before the lights of Toyota Stadium ever flickered on, before the supporter chants echoed through Frisco, there was just land — flat, wide, unclaimed. It was the kind of place where the train rolled past and the wind carried nothing but dust and possibility. Back then, Lamar Hunt saw something most folks didn’t.
They looked past the cattle trails and silence, past the mesquite and prairie grass, and saw a future. Not just for a team, but for a sport — for a movement in North Texas. When they planted their flag in Frisco, people thought they were crazy. There was nothing out there but old roads, train tracks, and stubborn dirt.
But that’s Texas for you. If you wait for things to happen, they won’t. You build. You bet on it. And FC Dallas did just that.
While the stadium rose, they wandered — playing matches at the Cotton Bowl, where their MLS story had started, and even at Southlake’s Dragon Stadium, sharing space with high school lights and Friday night echoes. It wasn’t glamorous, but it was gritty. Mobile bleachers. Long road trips. The grind of a team without a home — yet.
And then, in 2005, Toyota Stadium opened its gates.
Not just a pitch — a fortress. The first soccer-specific stadium built from scratch in Texas. It stood as a signal to the league, to the region, and to the fans: We’re here, and we’re not going anywhere.
That’s when Lawton came in. Quietly. Steadily. At first, just printing basics. Event signs. Backdrops. Then came the banners. The locker room wraps. The media walls. The big stuff. Every season, our work moved in rhythm with the club — evolving with the stadium, keeping pace with the ambition.
As the stadium grew, so did the stories. From Oscar Pareja to Luchi Gonzalez, and now Nico Estévez. From homegrown heroes like Kellyn Acosta to legends like David Ferreira. Lawton has printed more than signs — we’ve printed eras.
“During my time at FC Dallas, working with Lawton was a pleasure,” said Madison, a former staff member for the club. “They’re always quick and do an excellent job. We could count on them to deliver, even under tight timelines.”
Our current FC Dallas contact, a man of few words but high expectations, put it like this: “Lawton gets it done. They know what we need — and they don’t miss.”
Now, nearly two decades later, that same stretch of Frisco dirt has become a beating heart of American soccer. The National Soccer Hall of Fame was added, bringing history home. New renovations are underway — reimagining the locker rooms, expanding facilities, laying the groundwork for the next generation of players, fans, and moments.
FC Dallas owner Dan Hunt put it best—
“If you’re a fan of sports, if you’re a fan of FC Dallas, if you’re a fan of soccer — this will be something you will really enjoy… This is not building a new stadium, but I guarantee it will feel like it’s brand new.”
Plans submitted to the state call for a 130,000-square-foot expansion — including new clubs, suites, press areas, and canopy lighting to shield fans from the Texas sun. Video boards, upgraded restrooms, modern concessions — it’s all in the works. And as the bones of the building stretch and shift, we’ll be right there — printing, wrapping, branding every beam with belief.
And that belief extends far beyond Frisco.
With the 2026 World Cup coming to town, Hunt’s eyes are on the global stage.
“It’s great for our city… It’s a great way for the media and journalist community here to be so involved in the World Cup,” he said, speaking about efforts to secure the International Broadcast Center for Dallas. “My dad was so proud in 1994 to have the IBC… If we can do this, that would be great.”
As they prepare for one of the biggest sporting events in the world, Lawton’s part in the story continues — from fan banners to media graphics, locker room visuals to press conference backdrops. Our prints show up in places that matter — not just for what they display, but for what they represent.
Every great team needs more than players and fans. It needs storytellers. And sometimes, those stories are told in ink, in color, in scale. From the flatlands to the floodlights, from dirt lots to dream matches — we’ve been there. And we’re just getting started.
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