Club Won its First MLS NEXT Pro Cup Plus Saw Increased Home Attendance and Record-Breaking Merchandise Sales Under Denny’s Leadership
MLS NEXT Pro announced today that Matt Denny, General Manager of North Texas SC, has been named the League’s 2024 Executive of the Year. Under his leadership, the Club **won its first MLS NEXT Pro Cup** earlier this month. Denny has also evolved the fan experience at home matches, leading to an increase in attendance (+25%) and record-breaking merchandise sales (+200%).
On the field, North Texas SC had its best-ever season in 2024:
- First appearance in MLS NEXT Pro Cup
- First team in League history to go unbeaten at home through the regular season and playoffs (13-0-5)
- Advanced further in the playoffs than ever before, having previously lost in the 2022 Conference Semifinal
- Finished the regular season with the best record in MLS NEXT Pro (62 points,16-4-8)
- Defender Nico Gordon named to the MLS NEXT Pro Best XI
- Michael Collodi named MLS NEXT Pro Goalkeeper of the Year and Best XI
Denny seamlessly navigated a mid-season coaching change in 2024, transitioning from previous Head Coach John Gall to Interim Head Coach Michel Garbini following Gall’s appointment to FC Dallas’ first team coaching staff. Garbini went on to be named a finalist for the MLS NEXT Pro Coach of the Year Award.
“Under Matt’s leadership, North Texas SC has become one of the standard bearers in MLS NEXT Pro, providing the platform for players, coaches and staff to reach their full potential in an environment where fans can see the stars of today and tomorrow in action,” said Charles Altchek, President of MLS NEXT Pro. “We appreciate Matt’s continued contributions to the growth of our League.”
During Denny’s tenure, players like Carl Sainté and Bernard Kamungo signed MLS first team contracts with FC Dallas after impressing with North Texas SC. Both players made their MLS debuts and have been called up to their respective national teams: Kamungo representing the U.S. Men’s National Team and Sainté suiting up for the Haitian National Team.
Off the field, Denny has been the driving force behind North Texas initiatives that have resulted in the following:
- 25% increase in attendance
- New merchandise sales records (200% increase YOY)
- Enhanced fan engagement and matchday experience, including the introduction of a team mascot
- Setting a new Club and MLS NEXT Pro Cup attendance record (7,700)
In addition to his Club duties, Denny also serves on the MLS NEXT Pro Innovation Committee, helping the League to develop new ideas to move the sport forward.
“I am honored to receive this recognition. It is a testament to the dedication and hard work of all our players and staff,” said Denny. “I would like to extend my sincere thanks to Dan and Clark Hunt for their trust and support, as well as for recognizing the North Texas SC project as a vital part of our organization. The future of both this League and our Club is incredibly exciting. We are fully committed to being pioneers in shaping the future of the game.”
A native of Nottingham, England, Denny was appointed General Manager of North Texas SC in late 2018 after spending nine years in the FC Dallas front office.
The Executive of the Year was chosen by a panel of MLS NEXT Pro League Office executives from nominations submitted by member Clubs, based on on-field performance and off-field impact. The other finalist for the 2024 MLS NEXT Pro Executive of the Year Award was FC Cincinnati 2’s Director of Player Pathway, Jeff Larentowicz, who led his Club to its first-ever MLS NEXT Pro playoff berth after finishing as the No. 1 seed in the Eastern Conference.
MLS NEXT Pro Executive of the Year Winners
2024: Matt Denny, North Texas SC
2023: Darrius Barnes, Crown Legacy FC
2022: Corey Wray, Columbus Crew 2
