From Bats To Boots, Jose Bautista Bets Boldly On Soccer In Vegas

Former MLB slugger Jose Bautista is principal owner of USL soccer team, Las Vegas Lights FC.

credit: Las Vegas Lights FC

While Major League Baseball enters high gear, legendary slugger Jose Bautista is as locked into the sports world as ever. But the 15-year veteran has swapped the diamond for the pitch; since early 2024, the man affectionately known as "Joey Bats" has been immersed in professional soccer.

In January 2024, Bautista made his formal entry into the world of professional sports ownership by acquiring Las Vegas Lights FC.

As the primary owner of the USL Championship club, Bautista translates his veteran leadership and competitive drive into one of the country’s most electric sports markets. Since his arrival, the franchise has seen a surge in momentum.

The two-time American League home run leader sees a perfect storm of opportunity on the horizon, fueled by the 2026 FIFA World Cup’s arrival in North America and the continued explosion of the Las Vegas sports market.

"Being a lifelong baseball player definitely gave me insight into the business of professional sports in North America," Bautista shared during our late March Zoom interview.

Investing in a sports team is “a function of multiple things,” Bautista added. “When I was growing up, interest in soccer, or fútbol, was very minimal. But seeing the growth of the sport within North America was an opportunity.”

Bautista also highlighted the transformative impact of global star power on emerging soccer leagues. He pointed to the massive influence of Lionel Messi joining David Beckham’s Inter Miami CF, as well as Cristiano Ronaldo’s high-profile move to Al Nassr in the Saudi Pro League, as catalysts for the sport's rapid growth.

“I think having the global superstars certainly doesn’t hurt. That brings attention and exposure,” Bautista said.

For Bautista, the transition from athlete to entrepreneur was a matter of strategic selection. While he considered ventures in motorsports and other industries, he ultimately leaned into the cultural roots of his home country.

Beyond the Dominican Republic's noted love affair with baseball, Bautista saw that soccer’s popularity is skyrocketing—making it the logical next chapter for his career in the front office.

But how does a new owner get the locals in the nation’s 24th largest city to turn up for soccer, in a city known for gambling and glitzy nightlife? Bautista thinks it’s all about building the fan experience and building relationships.

“That's the challenge, right? And we're getting better at that,” Bautista said. “We’re learning the local market more and more every single day. And now that this is our third year, we've laid a good foundation for growing that community and local fan base.”

Jose Bautista #19 of the Toronto Blue Jays throws his bat up in the air after hitting a three-run home run against the Texas Rangers in game five of the ALDS, October 14, 2015 in Toronto, Canada. (Photo by Tom Szczerbowski/Getty Images)

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Bautista, now 45, noted that Las Vegas shares the strong "tourism appeal of cities like Orlando and Miami” as well as Austin, Texas—all of which boast thriving Major League Soccer franchises and rapidly expanding fan bases.

Orlando is also the home base of the SheBelieves Cup, the prestigious annual women's soccer tournament launched after the U.S. Women's National Team’s successful 2015 World Cup campaign.

The Las Vegas Lights owner also likes the odds, stating that with youth soccer exploding across America and in the Dominican Republic, it shows that there is an interest in the world’s biggest sport that’s not going away.

“Soccer is way more widely available and more popular now. So I'm excited about the future of the soccer athlete in North America.”

Beyond the arena, Bautista has diversified his portfolio with high-growth ventures that offer significant upside. Another Dominican “national pastime” he’s all in on is coffee.

Bautista’s premium coffee brand, Bella Aldea, is produced and grown in the Juncalito highlands, using a blend of traditional methods and modern quality standards in collaboration with a fifth-generation farming family. The brand entered the Canadian market in 2025 through a partnership with The Ritz-Carlton, Toronto, debuting as one of the featured beverages at the Toronto International Film Festival.

He also established the Bautista Impact Fund in September 2025, in partnership with SickKids Foundation, to support Canada's top children's hospital. It is a donor-advised fund providing unrestricted support for urgent needs, specialized equipment, and research, with a focus on advancing Precision Child Health.

Bautista's vision for the Las Vegas Lights centers on elevating the club's regional profile and deepening community ties, all while curating a fan experience that taps into the high-octane energy of Las Vegas.

“We’re going to deliver value to fans who are spending their hard-earned dollars buying our tickets, getting a drink, and something to eat when they come to the ballpark. But we want to entertain.” Bautista concludes that, “We want people to forget about the troubles in life every now and then and just become huge fans and root for the hometown team.”

This article was originally published on Forbes.com