whole new ball game

Austin’s first major league sports team bags big-name sponsor

Austin FC has bagged a big-name sponsor.

Photo courtesy of Austin FC

Austin’s first major league franchise has scored big with its latest sponsorship. Major League Soccer's Austin FC, which will kick off play in 2021 at a new $260 million state-of-the-art stadium in North Austin, has bagged revered Texas grocer H-E-B as a key sponsor in a multiyear deal.

As the official grocer of Austin FC, H-E-B has much in store for the partnership. The grocer will become the presenting sponsor of H-E-B Plaza, the fan zone located just outside the 20,500-seat soccer park that will act as a key tailgating spot prior to Austin FC games. H-E-B’s delivery service, Favor, will also become the official food-delivery service of the soccer club.

“H-E-B plays a central role in serving our community,” says Andy Loughnane, president of Austin FC, in a release. “We are honored to be aligning with a brand that has a remarkable history of service and a rich history of activating legendary partnerships with sports properties in Texas.”

In addition to the partnership, H-E-B will sponsor the Community Kick-Back Program, donating to local nonprofit groups every time Austin FC scores a gooooooooooooal during its first season. H-E-B will also be the presenting partner of Austin FC’s Season of Giving program, a Central Texas-focused platform aimed at supporting various community endeavors.

“We consider it our privilege to welcome Austin FC, their premier team members, and spirited fans through this unique partnership,” says Ashwin Nathan, H-E-B’s vice president of marketing and advertising. “We’re ready to get to work with Austin FC, both on and off the field, as we explore new and innovative ways to serve our community.”

The new partners are already in the giving spirit, with Austin FC’s Loughnane and head coach Josh Wolff getting the ball rolling on community involvement by visiting an Austin H-E-B store recently to purchase groceries for local shoppers.

“In honor of our new partnership with H-E-B, and in the spirit of the holidays and the season of giving, we decided to surprise a few customers last week,” Austin FC noted in a social-media post highlighting the store visit.

“We know it’s been a really difficult year,” Loughnane added, “but one of the things that Austin FC will do is support our community, so we’re proud to be here today.”

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Take Another Swing

Austin pickleball club reopens with Bill's Oyster spin-off food truck

Photo by Henry Selis Photo

Other Racquet Social Club is back after city woes.

Pickleball players at Austin's new Other Racquet Social Club were placed on a forced rest this summer as the sports venue dealt with city permitting complications, but it'll be back in action November 1. It brings with it a brand-new food truck from the folks behind the immediately popular and also relatively new downtown restaurant Bill's Oyster, called Bill's Dips.

Its mandated hiatus notwithstanding, Other Racquet opened in late 2023 as a members-only venture, but opened to the public a few months later, in early 2024. Now, members still get certain perks, but anyone can book a guest court or stop by to enjoy the bar and food trucks — a big part of the initial draw. Guests don't even need to book a court to stop by and hang out.

“It’s been a hell of a journey, but we’re grateful to be reopening our bar after being closed for seven months,” said Other Racquet owner Matt Wolski in a press release. Wolski is also the founder of Pursuit Concepts, which brought Austin places like Idle Hands, Parlor & Yard, and Victory Lap.

“This process has been challenging to say the least, but the goal from the beginning was to have Other Racquet fill a need on our strip of Manor," Wolski continued, "one that’s a space where everyone can enjoy not only pickleball but great food and drinks in a welcoming, laid-back environment.”

Bill's Dips will open with Other Racquet right away, on November 1. It joins farmers-market-stand-turned-food-trailer B. Cooper Barbecue, forming a meaty duo. Bill’s Dips focuses on "classic comfort fare," according to the release, which includes the signature Bill’s Burger alongside chili cheese dogs, queso blanco, and soft-serve dipped cones.

“Our Bill’s Burger has become a fan-favorite, so much so that we wanted to create a standalone destination where our guests could conveniently get their burger fix in East Austin,” said Bill's Oyster managing partner Dylan Salisbury. “Parking at Other Racquet felt like a natural segue for our guests that come into Bill’s, and we were able to create a menu that reflects the laid back vibes of the space.”

Other Racquet Social Club is located at 2717 Manor Rd. and is open Mondays to Thursdays from 4-11 pm, Fridays and Saturdays from 11 am-midnight, and Sundays from 11 am-11 pm. The existing cocktail bar is open the same hours, but closes an hour early except for Fridays and Saturdays. Finally, Bill's Dips will be open Thursdays and Fridays for dinner service, and Saturdays and Sundays all day. It accepts orders in person, online at billsdips.com, and via major delivery platforms including Uber Eats and DoorDash.

More information about Other Racquet Social Club is available at otherracquet.com.

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Fans of Austin sports and Austin food can now score tickets to The Tailgate, CultureMap's all-out party devoted to everyone’s favorite way to get in the gameday spirit. The event, presented by Verizon, goes down from 6-9 pm December 12 at Distribution Hall. Find out more about it here.

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