The 2023 Women’s World Cup kicked off last week with Australia and New Zealand co-hosting the tournament, the first time in Women’s World Cup history that two countries have hosted. The leading story line is the USWNT chasing their third straight title, which would be an unprecedented achievement. And the soccer supporters in the Bluff City are going to enjoy the ride.
“The current for soccer in Memphis has just been insane and I have jumped on that train and rolled with it for 15 years,” said Sarah Wolcott, who is one of the three presidents of the Bluff City Mafia (the supporters group for Memphis 901 FC). Additionally, she is a member of the Memphis chapter of the American Outlaws, which is the nationwide supporters group for both the USMNT and USWNT. She admits that when it comes to just being an American Outlaws member, rather than having to make decisions like she does with the Bluff City Mafia, it’s a breath of fresh air and that she’s not “running around like a chicken without a head.”
So what goes into getting an American Outlaws watch party together for a big US game, in this case the Women’s World Cup? Ian Johnson is an appointed member of the executive committee of both the American Outlaws Memphis chapter and the Bluff City Mafia and he lays out just how much work has to go into putting together these types of events.
“The first step is coordinating with our host pub, The Brass Door, to make sure they have enough staff on hand for the expected crowd. They staff two full bars on the main floor and in the basement cavern as well as the kitchen. We then work out any special deals that the Door will run for us such as the 10% drink discount for AO members that the Door is running for USWNT matches.”
But the work doesn’t stop there.
“Once those details are hammered out, we work to promote the event on social media as much as possible. Everyone involved in AO Memphis has a day job. So, we are giving whatever free time we might have outside of work to generate graphics and engage with people.”
And still the work doesn’t stop.
“On matchday itself we try to be at the Door an hour early. Depending on the match, we might set up decorations and have giveaways. After setup, we try to welcome people with a happy face and connect them with other soccer fans. The end goal is to generate a fun environment.”
The first of these watch parties for this edition of the Women’s World Cup was this past Friday as the USWNT took on Vietnam in their opening game of the tournament. The Americans won 3-0 and there were plenty of folks on hand at The Brass Door to enjoy it.
“The game Friday night ended up being packed down here,” said Wolcott as she gestured around the basement cavern of The Brass Door. “There were also people upstairs and there were some people kind of filtering back and forth a little bit. But every table, every chair, plus people standing.”
Johnson echoed what Wolcott mentioned. “The crowd was pretty great. Both levels of the pub were decently full. I feel that, especially as we get into the knockout rounds, the crowds will only get larger.”
The next USWNT game is on Wednesday, July 26 at 8pm CT in a rematch of the 2019 Women’s World Cup Final against the Netherlands. Johnson sees this type of game as a great opportunity for more fans to head downtown to The Brass Door.
“The Dutch are a strong side looking for revenge. The match will show us exactly how good our squad is and can potentially determine the outcome of the group. I’m not sure what else you need to get excited to come out and watch the match with other fans.”
While the games against against Vietnam and the Netherlands are at decent times for viewers in Memphis, the US’ final group game against Portugal is not. Given that the tournament is in Australia and New Zealand, which is a 17-hour time difference from Memphis, the possibility of a rough kickoff time hit home. The game against Portugal kicks off at 1am Central Time on August 1st, which is a Monday night or Tuesday morning depending on how people want to look at it.
“The current plan for the Portugal match is for a very tired Irishman {Brass Door owner Seamus Loftus} to come open his bar and pour drinks for us,” said Johnson. “The kitchen won’t be open but there will be TV’s, beer, and coffee for anyone who wants to watch the game with us. We don’t expect a big crowd for that one, but we’ll be there.”
Wolcott’s line of thinking was very similar. “If it was the one o’clock, it’s going to be the die-hards that live downtown or have the ability to come that early whereas the one against Vietnam on Friday was just at a healthy time and it allowed for people to get off work and get dinner and actually get here so there was no excuse. I don’t know what accoutrements there will be as far as food and drinks but there might be some pajamas involved.”
Should the US make a deep run at the tournament and The Brass Door draw even bigger crowds for watch parties, there could be an opportunity for a rising tide to lift all ships. Meaning that people who might not be soccer fans going to watch and support the US could fall in love with the game and start playing a big part in the soccer scene in Memphis by going to 901 FC games (the next one of which is on August 23rd against Indy Eleven). It’s a possibility that has not escaped Johnson’s notice.
“I would say that 50% to 75% of people coming to watch World Cup matches are faces that I have not seen at a 901 FC game. The World Cup last year helped us boost interest in 901 FC just from Bluff City Mafia people talking to people showing up to watch the US and we hope that continues with the Women’s World Cup. We’ll say, ‘Hey if you’re enjoying this we have parties just like this at least 17 times a year. Come hang out!'”
He went on to say, “In other cities, clubs partner with local AO chapters to try and cross promote. We have not yet had that kind of partnership between AO Memphis and 901 FC, but we would definitely love to work with them and give them a chance to engage directly with potential fans.”
Wolcott also chimed in on that subject saying, “There were definitely people here last night where it was their first time to Brass Door. So being able to have that conversation about what other watch parties are here was great. Because you have the Arsenal stuff here as well and 901 FC as well. We’re right around the corner from them. It’s a block away. It’s the Mafia’s home and half the time at AO stuff there’s somebody with Mafia stuff on.”
Nor is using the Women’s World Cup to grow the game in Memphis just an opportunity for 901 FC. The University of Memphis women’s soccer team is one of the most consistently successful teams on that campus, winning the last two AAC titles and making five straight NCAA Tournament appearances (including a run to the Sweet Sixteen last year). They have several “Power 5” teams on the home schedule this year, including an exhibition against Missouri on August 7th to open the season. It’s another exciting possibility for Johnson.
“There have been talks regarding that within the Bluff City Mafia group among those of us who went to Memphis. So, the interest is definitely there to come out and show both UofM soccer programs some love. The friendly between 901 FC and the UofM men’s team {who also made an NCAA Tournament appearance last season} this year at the south campus was fun. I am going to try and make a point of it to put those games on my calendar.”
So while the country at large gathers around to cheer on the USWNT in their quest for a first-ever “three-peat” soccer fans in Memphis will be hoping not only for American success, but also hoping for a boost to both Memphis 901 FC and the University of Memphis soccer programs.
Photo credits: Ian Johnson