SXSW to host 2020 eMLS Cup, will feature Austin FC

Major League Soccer is no stranger to South by Southwest, and gaming has its own expo. It only made sense to combine the two.

MLS announced Monday that eMLS Cup, the championship event for the 2020 eMLS season, will take place March 21 during the second weekend of SXSW in Austin. The venue will be revealed at a later date.

“We just love Austin in terms of a marketplace, and then when you think about South By on top of that, it’s really just a perfect fit for something like this that is a little bit new,” James Ruth, who oversees eMLS at the MLS league office, told the American-Statesman. “It’s definitely a new thing for (traditional sports) leagues to be in the esports space, but we’ve really relished the past three years.”

Launched in 2018, eMLS is an officially sanctioned esports competition for the EA Sports FIFA video game franchise. The 2020 season will feature 25 gamers, each representing an MLS club. Austin FC will be one of those clubs, giving the locals a rooting interest in eMLS Cup a full year before the team hits the field.

“The ability to layer eMLS’ showcase event within what is arguably the world’s greatest arts and media festival, right here in Austin, is an outstanding outcome for Austin FC and the league,” Austin FC President Andy Loughnane said.

RELATED: Austin FC to build $45 million training facility in Northeast Austin

In addition to participating, the team will host a pre-tournament event the night before at a downtown location to be revealed later. The eMLS Cup competition will be an all-day affair, starting with qualifiers in the morning leading up to a series of single-elimination matches until a champion is crowned that evening.

“SXSW is honored to be a part of the eMLS Cup in 2020,” said Hugh Forrest, chief programming officer for SXSW. “Their participation will take our esports efforts to a new level, and we look forward to working with them on the tournament, which will be open to SXSW badges and SXSW Gaming wristbands.

“The gaming industry as a whole grows exponentially every year, with esports leading the charge as it crosses into other industries. That coupled with having a Major League Soccer team in Austin is an amazing opportunity, and we look forward to further collaboration with both eMLS and Austin FC.”

Seeding will be based on the results of two regular-season events: League Series One on Jan. 10 in Philadelphia and League Series Two on Feb. 15 in Portland, Ore.

There’s more at stake than just a trophy, with the winner taking home prize money along with 850 Global Series points that go toward qualification for the Global Series Playoffs and ultimately the FIFA eWorld Cup. All of the matches will take place on PlayStation, a sponsor for the competition.

Each MLS team that participates is tasked with identifying and signing its eMLS representative. Some of them have become ambassadors beyond tournaments, creating crossover appeal that the league believes resonates with its fan base.

“Soccer fans are some of the biggest gamers out there when you look at traditional sports,” Ruth said.

One of the league’s other newbies, Nashville SC, made waves recently by signing 2019 eMLS Cup champion Cormac Dooley — who goes by the gamertag @doolsta — away from the Philadelphia Union.

Austin FC took a more grassroots approach by hosting a qualifying tournament with plans to name at least one gamer by the end of the year.

Just getting Austin FC involved required some tweaking of eMLS rules. In the past, gamers were required to field at least two players from their teams. Since Austin FC won’t have a roster, the rules were changed to require only a minimum number of MLS players in the lineups. The rest can be chosen from within the game’s Ultimate Team mode.

Additionally, while the Austin FC logo is present in the game, the lack of a jersey will require use of a neutral alternative.

“We were so excited to have (Austin FC) be part of the league, and we knew it was going to continue to be an issue for the next couple of years (with expansion teams in Sacramento and St. Louis), so we decided to make this shift,” Ruth said.

The arrival of Austin FC can also be credited for moving the eMLS Cup venue. The 2018 and 2019 iterations took place at PAX East, a gaming convention held annually in downtown Boston. MLS has an affinity for SXSW, with league executives — including Commissioner Don Garber — appearing on panels in previous festivals.

“It’s an institution,” Ruth said. “To be aligned with South By felt like a really great opportunity.”