The Culture Playbook Q&A Featuring Kenny Cooper of FC Dallas.

Kenny Cooper, Team Ambassador, shares his thoughts on team culture, his new role, and what FC Dallas means to the local sports community.  

As someone who's been a star on the pitch and now is in the front office position of Ambassador, how would you describe the overall culture at FC Dallas?  

Family. I love how connected our club is. Toyota Stadium is home to our first team, the front office, the North Texas Soccer Club, academy and youth clubs, our FC Dallas Special Olympics Unified Team, and fans. I love the interaction I get to have with everyone, whether it’s on the training fields, in the various front office departments, or in the stands. We have amazing people at our club, some who have been here 20+ years. I often brag about Eloisa and Susie in Reception, who have collectively been here for almost 50 years. They, along with many others, make it feel like home.  

You’ve always been such an enthusiastic member of FC Dallas. How are you transferring that energy and goodwill into your current Ambassador role to add to the existing culture of the organization?

I have so much passion for the game and for our club, so it’s natural to feel so much energy and enthusiasm each day. I’m grateful to call FC Dallas my home, and to feel so much purpose each day to share from my experiences in the game, and to be a positive presence — whether it’s out on the field supporting players or out in the community. Soccer and FC Dallas have given me so much, and now it’s time to give back.

My father, who played in the 70s, along with many others, were wonderful ambassadors of the game in Dallas and helped grow it. I hope they feel proud to see our stands full on match days. They helped plant so many seeds locally for the game of soccer and really inspire me do the same. 

The Dallas sports scene is well represented across the landscape with strong franchises and passionate fans. What role does FC Dallas play within that mix and how does your new role support it?  

There's beautiful support amongst our local sports franchises here in Dallas — whether on social media, collaborative themes at games, or players in the stands of each other’s games. It’s special to see how we all support one another. It’s also fantastic to see how representatives from teams get together to support our communities and great initiatives. I recently had the opportunity to guest judge The Pitch, which celebrates and supports local entrepreneurs alongside Dallas Cowboys and NFL great Drew Pearson and Marty Turco, former Dallas Stars Goalkeeper. 

At Gallagher, we’re incredibly proud of the work we do in the communities we serve and believe giving back adds to our corporate culture. Have you experienced that with the volunteer work you’ve done through the FC Dallas Foundation?  

Absolutely! I’m also really proud of how active and engaged we are with our local communities and believe it’s one reason Gallagher and FC Dallas are such great partners. Both have such big hearts to give back and uplift others. It’s always great to gather alongside coworkers from FC Dallas to support our community. We recently gathered at a school for a cleanup project. Omar Gonzalez from the first team — who grew up in Dallas — joined us as well. A personal favorite volunteer opportunity is something we have done the past two year at Frisco Family Services, where front office employees and players helped organize no-cost gifts for local families. 

What are some of the other community initiatives you’ve worked on with the FC Dallas Foundation that brings you the most pride?

I have to say, there’s nothing I enjoy more than the time I get to spend with our Special Olympics Unified Team. We train weekly, and the experience that the club provides is truly remarkable — from the uniforms, to the media day, to the training sessions, to the games.

Gallagher Way Tenet #2 states: “We support one another. We believe in one another. We acknowledge and respect the ability of one another.” How does that culture-supporting philosophy mirror your work with FC Dallas?  

Tenet #2 epitomizes teamwork, and that’s what FC Dallas is all about. Everyone at the club contributes to the success of the team, and everyone is important. FC Dallas is a big world, with different departments and various teams, and all contribute to the success of our club. In my role, I have the unique opportunity to spread out and offer support across our organization. On a daily basis, I get to support our first team at training. I also spend time throughout our youth academy and North Texas Soccer Club. With our ecosystem of teams, there are so many opportunities to be on the pitch still and connect with players. I try to be a mentor and share from my many experiences, which feels so purposeful. 

What do you miss the most from your playing days?  

I definitely miss the feeling of being on the pitch when goals are scored. It’s such an exhilarating moment! But what I’ve come to learn is that the real treasure of sports is the relationships you make. And those are what last, even beyond the playing days. There are countless teammates I keep in touch with from our club, no matter how much time has passed. Just last week at an event, I spent time with Jamie Watson, a teammate from 2008 as well as our former FC Dallas team administrator and trainer. 

What gets you excited to come to work every day?  

Purpose, people, and legacy. I’m grateful to call FC Dallas my home and have a place I can come to each day where feel so much purpose. On and off the field, there are so many opportunities to share my joy, enthusiasm, and experiences in the game with wonderful people I consider to be my family. I love soccer. I love our club. I love our community.

In the south end of Toyota stadium is the National Soccer Hall of Fame. The memorabilia and pictures on display really show how rich our soccer history is in our country and Dallas. On the north end is a statue of Lamar Hunt, who my father and I both had the honor to play for. When I think of all that the Hunt family has done for soccer, and so many who have contributed to the success of our game, it ignites a desire in me to help build upon that legacy. 

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