FRISCO, Texas — FC Dallas has introduced a new way for fans to purchase beer during home matches at Toyota Stadium, adding a self-pour system inside its recently opened East Side Club.
The addition is part of the stadium’s ongoing renovations.
The system, developed by beverage technology company iPourIt, allows eligible club members to pour their own beer using a prepaid card without ordering directly from a bartender.
The addition is part of the East Side Pub, a European-style soccer pub located inside the stadium’s new 12,000-square-foot East Side Club, which opened in September.
The club serves fans seated in sections 126 through 128 and is the largest club space at Toyota Stadium.
“The East Side Club was built to give members something they can’t get anywhere else in the stadium,” said Greg Hernandez, general manager of hospitality for Legends Global at Toyota Stadium.
The self-pour system features six taps and two digital screens, offering a rotating selection of beers.
FC Dallas lists Michelob Light and Shiner Bock among the available options, along with four local craft and seasonal selections.
Members can purchase a Pub Pass for $49 per match, providing access to four 20-ounce beers during that match.
According to FC Dallas, the package offers a 20% discount compared with purchasing the drinks individually.
Only 100 Pub Passes are available per match, and access to the self-pour wall is limited to participating club members.
“The Pub Pass wall has quickly become one of their favorite perks,” Hernandez said. “Members grab a card, pour a cold one, and get back to their seats without missing a minute of the match.”
An attendant checks each pass before allowing members to use the taps. According to iPourIt, the technology also incorporates identification checks and tracks the amount of beer dispensed.
The system was installed through a partnership between iPourIt and Legends Global, which manages hospitality operations at Toyota Stadium. Micro Matic supplied the draft beer equipment.
Flinn Flexer, CEO of iPourIt, said the technology is designed to improve convenience for fans while allowing them to spend more time watching the action.
“Self-pour means more time watching the match and less time waiting in line,” Flexer said.
According to iPourIt, approximately 100 Pub Pass cards have been used during each Saturday home match since the club opened. The company has not provided specific data measuring reductions in wait times.
Beyond the self-pour system, the East Side Pub includes dartboards, shuffleboard, arcade games, pinball machines and televisions.
Members also have access to a private entrance, reserved parking, dedicated seating and restrooms.
FC Dallas is testing the self-pour system during its fall home matches to evaluate how fans use the technology and determine its potential for future use.
The East Side Club is among the first completed elements of Toyota Stadium’s extensive renovation project, which broke ground in March 2025.
The multiyear redevelopment includes expanded concessions, additional restrooms, new premium seating, upgraded technology and improvements to the stadium’s overall design.
Construction continues on other sections of the stadium, with completion targeted for FC Dallas’ first home match of the 2028 season.
“Toyota Stadium is one of the best places in the country to watch soccer, and FC Dallas has created something special for its members with the East Side Pub,” Flexer said. “We’re proud to be part of the new Toyota Stadium.”
Toyota Stadium, which opened in 2005, is home to FC Dallas of Major League Soccer and the National Soccer Hall of Fame.
The addition of the East Side Pub is part of the organization’s broader effort to expand premium amenities and modernize the experience for fans attending matches.
Additional information about East Side Club memberships and the Pub Pass program is available through FC Dallas’ official website.
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