PlayMaker Software Joins Forces with Austin FC to Modernize Sponsorship Operations Across the Club
Austin FC selects PlayMaker as its centralized sponsorship operating system to drive efficiency, transparency, and revenue growth
New York, NY – Wednesday, November 12 – PlayMaker, the AI-powered sponsorship operating system for sports properties and brands, announced a new partnership with Austin FC of Major League Soccer (MLS). The club will use PlayMaker to centralize its sponsorship data, streamline activation workflows, and gain deeper visibility into asset delivery and ROI across its commercial portfolio.
PlayMaker provides a modern alternative to legacy sponsorship platforms—offering faster workflows, intuitive visibility across teams, and actionable insights that help rights-holders unlock revenue from underutilized assets. The partnership reflects Austin FC’s continued commitment to driving innovation, achieving operational excellence, and delivering strategic value to its partners.
“Sports properties need sponsorship systems that help them move faster, collaborate better, and prove the value they create,” said Hannah Sorkin, Co-Founder & CEO of PlayMaker. “Austin FC is known for setting the bar in fan experience and organizational forward-thinking. We’re proud to support their corporate partnership and Business Intelligence teams with a platform designed to reduce manual work and unlock new revenue opportunities.”
Austin FC selected PlayMaker following a thorough review of sponsorship management platforms. The club sought a system that offers greater usability, transparency across departments, and real-time visibility into partnership performance.
“Our corporate partnerships are built on trust, collaboration, and a shared focus on measurable impact,” said Alison Roscoe, Senior Vice President of Corporate Partnerships at Austin FC. “PlayMaker gives our team one centralized environment to manage activation, report progress, and ensure we’re always delivering on our commitments. It brings clarity and efficiency to a historically complex process.”
With this partnership, Austin FC will standardize its partnership lifecycle—from contract obligations to in-season activations to recap reporting—within PlayMaker’s platform. Internal teams and brand partners will benefit from shared visibility, automated reminders, and clear performance dashboards that make partnership value easier to demonstrate and scale.
About PlayMaker
PlayMaker is the modern operating system for sports sponsorships. Built for rights-holders and brands, PlayMaker centralizes inventory, activations, contracts, and reporting—unlocking time savings and new revenue opportunities across the partnership lifecycle. PlayMaker is backed by Precursor Ventures, Antler, and Incisive Ventures.
Learn more at: www.playmaker-software.com
About Austin FC
Austin FC joined Major League Soccer (MLS) as the League’s 27th club in January 2019. Austin FC officially began competing in MLS in April 2021, and in the 2025 season qualified for the MLS Cup Playoffs while also reaching and hosting the final of the U.S. Open Cup. Austin FC plays its home matches at Q2 Stadium, a 100% privately financed, state-of-the-art stadium which earned certification as a zero-waste venue in 2024. Austin FC sold out all 88 MLS home matches it played at Q2 Stadium during its first five seasons in the league, including three home MLS Cup Playoff matches.
Austin FC also operates Austin FC II, a professional-level development team competing in MLS NEXT Pro which won the league title during its inaugural season in 2023. In addition, Austin FC operates Austin FC Academy which is the fully funded developmental academy representing the highest level of competition for elite youth soccer players in Central Texas, while serving as the exclusive developmental pathway to MLS for the region’s most talented young players. Combined, Austin FC II and Austin FC Academy teams complete the pro player pathway between elite youth soccer (MLS NEXT) all the way to MLS, and allow for players to develop, improve, and move up to Austin FC or Austin FC II.
