The new look Houston Dash continues to evolve, announcing Alex Singer as the club's first General Manager on Wednesday.
The former NWSL player and sports executive will oversee all soccer operations, including player personnel and roster management for the team, and will work closely with the coaching staff to build and construct the roster. Her tenure with the club begins on Sept. 6.
“I am honored to have the opportunity to lead the Dash as the first general manager of the team,” Singer said through a club release. “I am thrilled to align with the Club’s core values and humbled at the opportunity to return to the league at such a transformational time. I am excited to build on the foundation to become the best women’s soccer club in the world, competing at championship levels for years to come.”
Singer joins the Dash from Octagon, a sports and marketing agency, where she is cited as being influential in developing the women’s soccer representation efforts at the agency. In her most recent role as Director of Strategic Initiatives for Talent, Singer worked in talent recruitment, negotiating and drafting agreements such as player contracts and endorsements, and managing key partnerships.
In addition to working with both MLS and NWSL athletes, Singer was involved in building content strategy for soccer media personalities. Among the soccer players signed with Octagon are Venezia midfielder Gianluca Busio, Brugge winger Tajon Buchanan and Washington Spirit forward Trinity Rodman. Belgium men's national team coach Roberto Martinez and seven-time Olympic medalist and Houston resident Simon Biles are also among Octagon's clients.
Over the last five years, Singer managed and represented current professional players, advised top female athletes and media personalities on brand development and marketing partnerships, and was part of the team that negotiated the most lucrative player contract in NWSL history – making Rodman the NWSL's highest-paid player at the age of 19.
"We are excited to welcome Alex to Houston as our first general manager,” O’Neill said. “Adding Alex to our organization is an important step forward as we look to establish sustained success, attract and retain top talent and operate as a best-in-class organization. With a deep passion for the game and unique professional experience across the sports and entertainment industry, Alex's leadership will immediately benefit players, staff and fans.”
Singer's playing career
Singer played professional soccer in some of the top leagues in the world including the NWSL, Germany’s Frauen-Bundesliga, Australia’s W-League, along with Sweden’s Damllasvenskan and Norway’s Toppserien.
She played collegiately from 2005 to 2008 at the University of Virginia, helping her team to four NCAA tournament appearances, where she earned a bachelor's degree in Kinesiology in 2010. After her playing career, she earned a Master of Professional Studies in Sports Industry Management degree from Georgetown University in 2017.
In 2006, Singer started her senior playing career with the Long Island Fury of the Women's Premier Soccer League where she helped the team to the championship in her first season. In 2007, she moved to the USL W-League where she also won the league championship in her first year with the Washington Freedom.
The defender stayed with the Freedom in that club's move to Women's Professional Soccer after being drafted No. 8 overall in the first WPS Draft in 2009. She had stints in Australia with Perth Glory before moving to Sweden with Dalsjöfors GoIF in 2011.
In 2012, she moved to Germany where she won the league title in her first year at Turbine Potsdam. Singer also played in the UEFA Women's Champions League while competing in Europe.
Singer returned stateside in 2014 to play with the NWSL Washington Spirit before being waved in 2015. She ended her career in Norway with Avaldsnes IL.
The evolution of the Houston Dash continues
It is the latest move under the ownership of Ted Segal, which has also included the appointment of club president Jessica O’Neill and important player acquisitions like Mexican women's national team star Maria Sanchez, rising English goalscorer Ebony Salmon, reigning NWSL Defender of the Year Caprice Dydasco and French women's national team forward Valérie Gauvin.
The Dash has also improved its training facilities along with making on-field investments. Overall, the Dash looks more like a true professional soccer club each day, and with the front office additions, is starting to operate like one.
Singer's hire gives the team a true GM, one with experience in the women's game. Previously, player moves were handled by the coaches and the closest thing to a GM in club history was in the early years when Dynamo legend Brian Ching was appointed as the managing director, despite his relative unfamiliarity with women's soccer.
There has been big investment into the Dash to make it among the best teams, at least on the field, in the NWSL and the results are starting to show. The Dash is currently top three in the NWSL standings and has a realistic opportunity to make some noise in the playoffs as a dark-horse team.
