FC Dallas is profitable, but are fans getting their money’s worth?

We’re No. 4, we’re No. 4 — certainly that’s not a thrilling rally cry, but it’s the best FC Dallas can manage right now.

Forbes magazine released its first Major League Soccer team valuations last week, and FC Dallas checked in fourth.

The club turns a half million profit thanks to Pizza Hut Park, Edgefest, OzzFest, Kenny Chesney and Jimmy Buffet concerts.

Forbes valued the club at $39 million with $15 million in revenue and $500,000 operating income.

The L.A. Galaxy tops the list at a value of $100 million, thanks to David Beckham.

"We know we’re running a pretty good business operation," FC Dallas general manager Michael Hitchcock said. "I’d argue that we’re probably third, not fourth, obviously not commenting on their independent study and the figures. ... We obviously have a good business model with the venue, and the franchise and the brand are continuing to grow."

Certainly, not losing money on pro soccer in the United States is an accomplishment.

However, there is potential for growth.

Advertising space on the jersey remains unsold, and Hitchcock said ideally it would be in time for next season.

"We’d like it to get it done with the right company as soon as possible, obviously," Hitchcock said. "But we’re not in a position to where we’re pushing ourselves to make a bad decision and bring in the wrong company."

Good thinking. Nobody wants to be saddled with an Ameriquest-type naming deal.

Speaking of stadiums, though, the Deep Dish hasn’t added a new signature sponsor since it opened in 2005.

The Hispanic fan base continues to be ignored by FC Dallas’ marketing efforts. The English-language marketing remains dysfunctional with the "unofficial" Hoops nickname that nobody understands. Every day, people drive on the North Dallas tollway and see a billboard proclaiming "Hoops Nation" and think: "What is that?"

However, the big kicker lies in attendance figures, which don’t show up in Star-Telegram game stories because journalists abide by the code of truth and accuracy.

Sure, every league but the NFL fudges the numbers, but it’s really out of hand when comparing tickets distributed to actual humans in the stands.

Even with a bit of padding, FC Dallas comes in at 13,494 average, which is 13th in the 14-team league.

Hitchcock’s initial goal of 10 sellouts per year by this, his third year, has fallen woefully short. Flash back to Oct. 25, 2005, when during his initial news conference Hitchcock said, "Our goal is pretty simple: At the end of the '06 season, we want to be identified as the best franchise in Major League Soccer."

Well, say it loud and proud FC Dallas fans — we’re No. 4 or 13. Now take a look at the actual league standings. Well, 6-9-9 gets the old ... "We’re tied for 12."