Playbook Management International is led by Founding Partner, Michael Hitchcock (known in the sports industry as Hitch). In November 2009, Hitchcock launched PMI after completing a successful Major League Soccer career where he helped grow the league from the early, struggling years (starting in entry-level ticket sales and progressing to Vice President of Sales) to the strong, vibrant league that it is today (finishing his MLS Career as President/General Manager of FC Dallas). Hitchcock is known in the industry as a visionary leader, innovative marketer and a strategic planner. Through his unique approach to sports business; Hitchcock has shown throughout his career that he can help clubs & leagues accomplish great things with a focus on building & monetizing the brand, maximizing revenue while running an efficient operation and giving back to the community on many levels. Hitch brings over 27 years of soccer management experience at the MLS and Minor League & Lower Division soccer levels in the US and around the world. In addition to PMI (sports management company), Hitch owns a soccer investment company called ProRel Soccer Ventures that invests in soccer clubs in the US and all over the world, a shared resource/services company called VirtualVeep (www.virtualveep.com) that works with lower division soccer teams, a soccer branding company called TIFO Branding (www.tifobranding.com) and investments in multiple sports related businesses.

CURRENT OWNERSHIP

Coming out of the pandemic, PMI & HItch enjoys ownership in 14 soccer clubs in the US and around the World:

● NPSL (4th Tier in US Soccer Pro-Am Pyramid) Teams

• Annapolis Blues just finished the 2023 inaugural season. Team was announced in June 2022 with a Brand Development & Community Engagement campaign where the community will select the name, logo & brand for their new Minor League Soccer Team. Annapolis Blues was announced in August 2022 and sold over 3,200 season seats and over $350k in sponsorship for the inaugural season while averaging close to 8,000 fans per game including a NPSL Record Breaking Crowd.

• Fort Worth Vaqueros (TX) launched in 2014 and averaged over 2,000 fans per game at LaGrave Field on Panther Island. Vaqueros have launched a FREE Youth Academy for inner-city kids. In 2023, Vaqueros celebrated a Decade of growing soccer in the city of Fort Worth which included two home games at TCU Soccer Stadium that averaged over 1,500 fans per game.

• 2021 NPSL National Champion Denton Diablos (TX) who had 5 players drafted by Major League Soccer teams in 2021. Team currently plays at UNT Soccer Stadium

• Napa Valley 1839 (CA) features a strong ownership group with a great group of Winery Owners. Currently exploring a soccer specific stadium in Wine Country.

• Appalachian FC, in Boone (NC) launched on November 18, 2020 after App State cut their men’s soccer team due to COVID-19.. Made a significant profit in the first year of operations where the team averaged over 1k fans per game, sold over $200k in Merchandise and recently received a $3.5 Million Valuation validated by investment. Plays home games at App State’s Ted Mack Soccer Stadium. In 2023, averaged over 2,000 fans per game including a club record crowd of 2,608 fans at the final game of the season and broke club sponsorship records.

• Lubbock Matadors (Lubbock, TX) were announced on December 14, 2021 and played their Home Opener on May 7th 2022 in front of 4,239 fans at Lowrey Field. Team averaged over 4k fans per game. Matadors have developed strong partnerships with legacy LBK companies and have $550k in sponsorship sold for their Sophomore Season. In 2023, Matadors averaged close to 5,000 fans per game including a club record crowd of 5,842 fans for their final game of the season.

• Charlottetowne Hops (Charlotte, NC) was announced February 14th as the newest club in the portfolio of clubs. Hops have built a unique business model based on the world’s most popular game and the world’s most popular beverage (beer) which have a kindred spirit. Hops are partnering with up to 45 Charlotte area breweries to create a unique supporters culture based on beer and soccer.

• Columbus Soccer Venture (Columbus, GA): On August 15th, announced a new 2024 Expansion Team to play in Columbus, Georgia. Fans are selecting the name, badge & brand through a voting campaign at www.columbusnpsl.com

● NISA (3rd Division) Team: New Amsterdam FC (NYC) & Chicago House AC (IL)

● MASL (Pro Indoor) Team: Dallas Sidekicks (TX)

● International Professional Clubs: Alfreton Town (UK), Tobago FC Phoenix (Trinidad & Tobago), Dorado FC (Puerto Rico)

CURRENT: PMI YEARS

Through PMI, Hitch has successfully consulted and managed over 90 soccer leagues, teams, facilities & events in the US and around the world, through a combination of short-term consulting agreements, mid-term management agreements & long-term investments. Some of the highlights include:

● Annapolis Blues broke the NPSL record for average attendance at Navy-Marine Corps Memorial Stadium. The Blues averaged close to 8,000 fans per game including the NPSL record breaking crowd of 8,480 fans for the final game.

● Successfully launched NASL team, San Antonio Scorpions to include brand development, sales & marketing (averaging 9,000 fans per game), building a soccer specific stadium & soccer complex that led to the team being sold for a profit to Spurs Sports & Entertainment after a few years of operations.

● Consulted & managed Strategic Expansion Campaign for National Premier Soccer League that brought in 60 expansion teams over the last five years.

● Ran a successful Sponsorship Campaign for a client, 900 Meetings in 90 Days, where Hitch and the Team Staff conducted 900 meetings in 3 months in a focused campaign that generated close to $800k in cash & trade sponsorships.

● Mentored multiple Owners who are investing in soccer for the first time to help them select the right league and then assist them in acquisition, go to market & start up operations..

● Sold over $200,000 in Online Merchandise at appalachianfc.com during the first year of Appalachian FC operation.

● Increased the valuation for many clubs at multiple levels and brought in investors at the increased valuation.

● Consulted multiple leagues at different stages of development, from concept to launch to evolution to growth stages.

● Launched Fort Worth Vaqueros in 2014 with a Community Engagement & Database Development campaign where thousands of fans voted for the team name, designed and selected the logo while the club captured the fans contact info to help build an engaged database that has led to profitability for the club almost every year of operations..

● Successfully launched Appalachian FC during Pandemic; successful inaugural 2021 Season included averaging over 1,200 fans per game, selling over $200k in Merchandise, Opening a Team Shop and earning a profit in all three years of operations. Appalachian FC recently received a $3 Million valuation validated by new investment.

● Lubbock Matadors kicked off their inaugural season in front of 4,239 fans on May 7th 2022. Matadors have successfully captured the Lubbock market and surrounding communities with over $200k in Sponsorship, over 1k Season Seat Holders and great social media engagement and local media coverage. Matadors averaged over 4k fans per game in 2022 and grew their average attendance to 4,800 fans per game in 2023 and grew Sponsorship sales to $550k.

PAST: MLS YEARS

During his MLS career, Hitchcock worked his way from the bottom of the organization, entry level commission only ticket sales rep at DC United to Director of Sales and Marketing for the Colorado Rapids to VP of Sales & Marketing at Los Angeles Galaxy to the top of the organization, President/General Manager of FC Dallas. Hitchcock was the most decorated Business Executive in MLS History having won the MLS Sales Director of the Year award 4 times, his Sales Teams won MLS Sales Team of the Year 5 times and he was recognized as the Commissioner’s New Business Leadership Award winner as a Sales Rep. Hitchcock is the only MLS Leader to have hosted and led the Major League Soccer Championship game, MLS CUP, four times (all 4 games were SOLD OUT.) He’s credited with elevating the status of the League’s Championship game with very innovative initiatives including the MLS Host Committee (a committee made of the local business, community and political leaders to help promote the Championship game on all levels) & MLS CUP Trophy Tour.

As the President/General Manager of FC Dallas & Pizza Hut Park, Hitchcock brought over 1.5 Million guests to Pizza Hut Park per year through an aggressive Programming Plan & Strategy. Through his leadership, Pizza Hut Park became the first Professional Green Stadium in the state of Texas which was fully funded by a Recycling Grant. Hitchcock created the FC Dallas Foundation to help make the community where we live, work & play; a better place to live, work & play. The Foundation helped children with the goal of raising $500,000 a year that they give back.

In 2009, he was recognized as the Frisco Business Leader of the Year with the Frisco Chairman’s Award. Under Hitchcock’s leadership, FC Dallas & Pizza Hut Park was recognized as Business of the Year by two different organizations in 2008. In 2007, Pizza Hut Park received the Dallas Business Journal Community Impact Award for the company in Dallas/Fort Worth that had the greatest impact on the local community.