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The Memphis Showboats are one of the UFL’s weakest links- on and off the field
The Memphis Showboats were one of the 8 teams that survived the merger process of the USFL and the XFL in 2024 into the UFL, the new premier league for spring football. After a solid showing in 2023, where the team won 5 games and finished third in the division. It seemed as though they could have been on an upward trajectory as a team on the field, and off the field there were encouraging signs.
Nothing could really prepare the team for what came next however. Head Coach Todd Haley was out after 2023, and the team dipped into the USFL coaching talent pool, hiring John DeFilipo with hopes that they would find success in the newly formed UFL. Unfortunately, that would not be the case. Memphis only won 2 games that season, and one of them was against the helpless Houston Roughnecks. Fan interest dwindled, and the team on the field wouldn’t see any more improvements.
Now, after another off-season and another new coach who didn’t even finish the year with the team, the Showboats continued to be a poor team on the field. They won just 2 games once again despite the hope a new coaching staff would bring them success, good for the second worst record in the league, ahead of only the 1-9 San Antonio Brahmas, and the worst in the USFL conference. They were the worst attended team in the league, averaging just under 4,000 fans a week. Attendance around the board was rough for the UFL, but the Showboats managed to be the worst team by far when it came to getting fans in the stands.
How was the on field product?
To answer this question, you don’t need to look much further than the final record. The 2 wins on the year came in a shocking upset against Birmingham, and an overtime win against the 1-9 San Antonio Brahmas. Most of the other games were embarrassing for the team. Close losses stung for much of the year, with many games staying within one score. However, the final stretch of the season was brutal.
The Showboats suffered a 1 point loss to the Roughnecks in week 6, then lost 9-19 against St. Louis. An overtime win against San Antonio preceded 2 blowout losses to end the season. Arlington beat the Showboats 12-30, and then the season finished in a horrific 9-46 beat down at the hands of the Stallions, who weren’t even playing all of their starters.
What about that low attendance we’ve been hearing about?
If you follow spring football, you know attendance can be a major deal for anyone involved. The question almost every game played is how many people are in the stands, and the answer usually isn’t many. Across the entire league in 2025, attendance wasn’t doing super well. All teams but the Michigan Panthers saw decreases from previous years of attendance. Marketing for the league was poor, start times were rarely at a convenient time for fans and single game tickets weren’t even made available until late in the off-season.
So why did Memphis struggle so much to get fans in the stands?
Ticket prices increased from previous seasons, which may stave away some fans. The Showboats weren’t that good on the field, not enticing many fans to come see winning football. Games started at bad times locally. The home games started at 11 AM, 1:30 PM, and 3 2 PM local time starts at home. No night games, no evening games, just early starts in the hot sun. Perhaps another factor is the fact the team plays in an active construction zone. The Liberty Bowl is being renovated, and a chunk of the stadium was completely torn out, on the same side where fans are meant to be sitting. Not a great experience for anyone at the Liberty Bowl.
While all of these problems definitely contributed to the lack of fans and crowds in Memphis, the biggest and most impactful issue was the complete lack of marketing. While other teams in the UFL suffered from the league’s overall lack of marketing, the push to get fans was non-existent entirely in Memphis. The closest thing to an attempt at marketing was when the team nominated Skipper, the mascot, as the “Chief Marketing Officer” and all that promotion did was make beer and hot dogs cheaper. It’s safe to say that promotion didn’t work.
Even in a league where the majority of teams don’t average 10,000 or more fans in attendance, the Showboats stand out with pitiful attendance numbers and a massive, empty stadium. Things have gotten worse year over year, and it is a bad look for the team and the city. Should the Showboats move?
Should the Showboats Move?
The failure of Memphis as a market in the UFL thus far has prompted the question: Should the Showboats move? On one hand staying loyal to the market is a good thing, and investing in the city and marketing the team could help alleviate the problems that have prevented the team from showing out for their team. On the other hand, it makes little sense to keep a team that has done this poorly with their fan base around, especially if the league wants to find some momentum for the future.
It seems as though the Showboats will be staying at least another year. With season ticket deposits already on sale, it seems another year will be happening in Memphis. The team’s sponsorship with FedEx seems to be a major reason why they may be playing another year. As the deal runs through 2026, the team receives investment from Fred Smith and FedEx to stay in the city and not bleed as much cash. The UFL has also expressed that they want to improve in the city and get more fans. The plan includes organically growing the fan base in the city mostly via word of mouth, which I am skeptical about if it can be a successful strategy.
But the Showboats are the worst attended team in the UFL, a league already dealing with low attendance in most other markets. They are among the worst attended spring football teams in history. Their numbers wouldn’t be that good by the standards of the top arena football leagues, which also struggle to get people in the gates. Why should the team stay in Memphis if after multiple years the fan base hasn’t showed up? If Fred Smith isn’t actively owning the team, is there any reason to stay playing in an empty Liberty Bowl?
The big question I ask is if relocation will actually help the attendance issues currently faced by Memphis. With poor marketing around the entire league, who’s to say a new city will even know they get a team? Is the league going to fail a new city the same way they failed Memphis? I believe the league should spend one more off-season doubling down on the community and trying to get more fans in the stands for 2026 before the plug is pulled. If fans don’t show up after a season where there is an effort to bring fans to the game, then at that point it would make sense to relocate.
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