USL Memphis director: Players, coaches will 'become Memphians'

For 18 years with the USL’s Charleston Battery, Andrew Bell learned how to run a professional soccer franchise working from the ground up.

Now, the 45-year-old Englishman will take a top-down approach as sporting director of the Memphis franchise that will begin league play next spring.

Bell, the first hire by club owners Peter Freund and Craig Unger, met with local media Thursday at AutoZone Park, part of a busy first week dedicated to meeting fan groups, coaches and other stakeholders in the new venture. The next order of business will be getting the team’s business operation going and looking for a coach who can help develop a steady pipeline of on-field talent. He also will book teams to play an exhibition match, or friendly, at AutoZone Park in late summer.

More than anything else, he is looking to plug himself, his staff and squad into the community as early and often as possible. He said that the franchise already has fielded incoming messages and calls from interested coaches and player agents.

“This will (be) a community franchise, much like Charleston,” Bell said. “Players will come through here hopefully on their way to Major League Soccer, and hopefully one day this team will produce a player on the U.S. National Team. But while they’re here we will expect players and coaches to become Memphians, to be visible, to be involved. That Memphis is a cool place to live.”

Bell answered a newspaper ad looking for a radio announcer for the Charleston team. He moved into director positions in marketing/public relations and sales, and became team president in 2008. The Battery won USL titles in 2010 and 2012 under his watch.

“That wealth of experience will allow us to hit the ground running as we build this organization methodically, and build it the right way, because we’re in it for the long haul,” said Unger, who is president of both the Redbirds and USL Memphis, but will let Bell handle the building of the soccer side.

Bell and Freund, principal owner the Redbirds, Memphis USL and a part owner of baseball’s Charleston River Dogs, have been friends for several years.

“He asked me to come in January, spend a couple of nights at the Peabody, look at the park and around town,” Bell said. “One look at this facility sold me. It has the potential to be an incredible venue for soccer. Walking around downtown, I looked at the faces of the people. I know what soccer fans look like, and I saw soccer fans.”

He remembers early Battery game programs that literally tried to teach soccer basics to an audience largely uneducated in the world’s game. “It’s easier now. The national team’s successes have drawn Americans to the game. There is television exposure to the game that didn’t exist when I first got involved. And this area has an abundance of strong soccer programs, from youth on up.”

For more information, go to usl2memphis.com or call 721-6000.

ANDREW BELL

Age: 45

Position: Sporting director for Memphis’ USL franchise, which begins play in 2019.

Born: Wokingham, Berkshire, England.

Pro soccer background: Joined USL’s Charleston Battery as a radio announcer, 1999. Advanced to Director of Marketing/PR and Director of Sales before being named the club’s president in 2008. Held that job until this month.

Charleston highlights: Battery won the USL Cup title in 2010 and 2012.

Education: University of Bradford, degree in archeological science.

Family: Wife, Suzanne. No children.