What is a tifo?
Tifo n. (tee-foh) / ˈtiˌfoʊ /
An art display created by soccer supporters across the stands, usually coordinated on a large scale, meant to bolster the home club’s confidence, as well as intimidate the opposing side.
*** Yes, we mainly use the term ‘soccer’ when describing The Beautiful Game. We know some feel strongly about which term to use, and we get it. But we choose to use the term that originated in England in 1863 because it has fewer letters than ‘football’.
And, c’mon… it’s 2023. It’s time to put the squabbling away. If you truly love the game, you’ll embrace others who want to feel the same way, regardless of what they call The Beautiful Game.
Who We Are
Michael Hitchcock
Co-Founder | Managing Partner
Michael Hitchcock ("Hitch") is a 27-year Soccer Management Executive who spent over 12 years in Major League Soccer. Known as a strategic thinker and soccer pioneer, Hitch has won numerous MLS Business Awards during his MLS career.
He held many positions with MLS clubs, including an entry-level ticket sales at DC United, Director of Sales at Colorado Rapids, Vice President of Sales for LA Galaxy and General Manager of FC Dallas.
His sports management company, PMI, has worked with over 100 professional soccer teams, leagues, venues and soccer events all over the world, with ownership/investment in multiple soccer clubs in the US, Europe & the Caribbean.
Based in McKinney, Hitch continues to support the Beautiful Game in many capacities. He is married to Jamie, has a Daughter, Eleni who is a Sports Management Executive and graduate of Texas Tech, and his son William plays College Soccer for VCU in Richmond, VA.
Brian Price
Co-Founder | Creative Director
Brian Price cut his supporters teeth as an early member and art director of DBG (FC Dallas/MLS), co-founder of the American Outlaws Fort Worth Chapter (USNTs) and co-founder of Panther City Hellfire (Fort Worth Vaqueros/NPSL).
He has lived and breathed soccer supporter culture, from sewing massive sheets of muslin together in the living room and painting, coordinating and implementing large-scale tifo displays to leading supporters sections in songs and chants as a lead capo.
His boutique design studio, Echo Seven Design Co., has worked with several soccer brands including Fort Worth Vaqueros, Dallas Sidekicks, New Amsterdam FC, Major Arena Soccer League (MASL), Appalachian FC and more.
Based in Fort Worth, Brian spends his free time watching most sports, making art, writing, reading, watching punk shows from the back, submerging himself in pop culture minutiae, running amok with his wife, watching monster movies and being a cat dad.
The Founding of Tifo Branding
Hitch and Brian met in 2013, when Hitch approached the leadership of the Fort Worth Chapter of American Outlaws about lending support to a new semi-pro soccer team in Fort Worth. In the years that followed, they formed a personal and professional kinship that has seen them work together in many capacities.
Since 2021, they have combined their strengths to build many soccer club brands, including Annapolis Blues FC, Lubbock Matadors FC, Charlottetowne Hops FC, West Texas FC and more. In 2023, their two companies, PMI and E7DC, made it “Facebook Official” and formed Tifo Branding.