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Athlete-led media company establishes its U.S. production studio in the heart of The Star, with support from the Frisco Economic Development Corporation.
Frisco, Texas — October 28, 2025 — Tidal League, a leading athlete-driven media company, today announced the expansion of its U.S. operations to The Star in Frisco, establishing a new content studio in the heart of Sports City USA. The move, supported by the Frisco Economic Development Corporation (Frisco EDC), marks a significant milestone in Tidal League’s growth and strengthens Frisco’s position as one of the nation’s most dynamic centers for sports and innovation.
Tidal League’s new studio at The Star will serve as the company’s flagship U.S. production facility, accelerating its growth in live sports media and digital entertainment.
“Tidal League’s expansion to Frisco is a tremendous addition to our city’s sports and creative ecosystem,” said Jason Ford, President of the Frisco Economic Development Corporation. “Their athlete-led model aligns perfectly with Frisco’s vision for innovation and storytelling in the sports industry. We’re excited to welcome them to The Star and look forward to the economic and community impact they’ll bring to Sports City USA.”
Founded in Canada by Kurt Benson, Tidal League has rapidly become one of the most respected names in sports media. The company produces original podcasts, talk shows, and live digital series across the NBA, NFL, and global sports — empowering athletes to own their narratives and build scalable media IP.
The move to Frisco was supported through a collaboration between Frisco EDC, Plug and Play, and GameSquare, helping Tidal League locate at The Star — home to the Dallas Cowboys and a nucleus for sports business, technology, and content innovation.
The new facility provides both studio and office space, offering a transformative opportunity for Tidal League to expand production and accelerate its North American growth. The space is already active as the home of To The Baha — a fast-rising live NBA talk show hosted by former Dallas Mavericks: Charlie Villanueva, Raymond Felton, and Theo Pinson, which recently launched its second season from the Frisco studio.
Since its debut on YouTube, To The Baha has achieved millions of views across digital platforms, recording a 40% week-over-week increase in live concurrent audience growth. Season 2 has already featured appearances from NBA veterans Tyson Chandler, Thaddeus Young, CJ Miles, Emmanuel Mudiay, and Tony Allen, further solidifying the show’s reputation as one of basketball’s most authentic live conversations.
“Frisco represents everything we value — innovation, community, and a deep connection to sports,” said Kurt Benson, Founder and CEO of Tidal League. “Partnering with the Frisco EDC to establish our studio at The Star allows us to scale production, expand our slate of athlete-led content, and build meaningful relationships within one of the most forward-thinking cities in America.”
“As a former NBA player and now a creator, it’s incredible to see how Frisco is embracing the business of sports media,” added Charlie Villanueva, Co-Host of To The Baha and Tidal League Partner. “Being able to film our show in Sports City USA is a full-circle moment, and it’s proof that athletes can lead in media, entrepreneurship, and community-building.”
With a growing slate of original shows and partnerships across professional sports, Tidal League plans to host events, athlete panels, and live tapings open to fans in the Frisco area throughout 2026. The company’s relocation reflects its long-term commitment to Texas as the foundation for its U.S. operations and a launching point for future global expansion.
Tidal League is an athlete-driven media company producing original podcasts, talk shows, and live digital content that bridges the worlds of sports, culture, and community. Based in Frisco, Texas, and founded in 2018, Tidal League partners with athletes and creators to develop premium storytelling IP across multiple platforms, empowering them to own their narratives and build lasting media legacies. Learn more at www.tidalleague.com.
Media Contacts:
Rob Villanueva Business Development & Strategic Partnerships rob@tidalleague.com
