Memphis’ newest soccer club is getting its own official beer.
Memphis Football Club has partnered with Crosstown Brewing Co. to create Memphis FC Matchday Lager, a new collaboration beer tied to the club’s inaugural USL League Two season.
The light, easy-drinking 4.5%-ABV lager is available on draft at Huey’s locations in Germantown, Southwind, and Collierville. Fans will also be able to purchase cans at Crosstown Brewing and during Memphis FC home matches at Mike Rose Soccer Complex, 9000 E. Shelby Dr.
Memphis FC will make its home debut next week on Thursday, May 28, against Louisiana Krewe FC as the club begins its first season in USL2, one of the country’s top pre-professional soccer leagues.
Building a club with Memphis roots
According to Memphis FC vice president and co-owner Clark Talley, the collaboration with Crosstown grew out of the club’s desire to partner with local businesses that share its community-focused approach.
“Part of the essence of our soccer club is that we want to focus on local as much as possible,” Talley told Memphis Beer Blog.
About 75% of the club’s roster, he said, is either from Memphis or has ties to the city.
“When it came to the idea of doing something branded for ourselves, we were looking for someone similar to us in how they think about things,” Talley said.
Memphis FC spoke with several local breweries before ultimately choosing Crosstown Brewing. Talley said conversations with Crosstown co-founder Will Goodwin quickly revealed a shared vision for what the club hoped to accomplish.
“Will and those guys over at Crosstown, they saw our vision … and it lined up with what they were trying to do,” Talley said. “That’s when we started having the conversations about what it looks like, what we want it to be, and how it represents the city.”
A beer built for summer soccer
Talley said the club wanted a beer that reflected the summer nature of the season and would appeal to a broad range of fans.
“We needed something that was going to be universally accepted,” he said. “We wanted a beer that had some flavor to it, but also was refreshing and light and something you can drink on a hot summer day.”
Talley said he relied heavily on Goodwin during the development process.
“I told him, ‘You’re the beer guy. If you ask me about soccer, I’m going to tell you what I think.’”
Creating a matchday experience
In addition to the beer, Memphis FC is working to create a broader matchday atmosphere around its home games at Mike Rose.
Single-game tickets are just $12, while a $20 add-on pregame VIP experience includes a buffet, two complimentary beers, raffles, and guest speakers featuring Memphis FC staff, former players, or special guests.
Matchday Lager won’t be the only Crosstown beer available at Memphis FC matches. The club plans to offer a second Crosstown beer option throughout the season, as well.
“We think the beers are reasonably priced, the single game tickets are reasonably priced. So we want families to come out beforehand where we’ll have food trucks and music and games for the kids to play,” Talley said. “We want people to show up early so they can enjoy a summer day out in Memphis.”