Not everyone can travel to the stadiums hosting the FIFA Club World Cup, but thanks to one local business owner, Alpharetta residents don't have to miss the excitement.

William Cooke, owner of Central City Tavern, has worked behind the scenes to create a premier World Cup viewing experience in downtown Alpharetta. Through strategic partnerships, licensing approvals, and a vision for bringing the community together, William has helped make Alpharetta a destination for soccer fans looking to celebrate the world's most popular sport close to home.

This summer, friends, families, and soccer enthusiasts have gathered to watch matches on giant LED screens, enjoying live entertainment, and experiencing the tournament in a fun, family-friendly atmosphere. While the action unfolds on the world's biggest stage, Alpharetta has its own front-row seat.

"It started when the City of Alpharetta approached us about creating a public watch party," William explained. "The licensing process with FIFA was extensive and required a lot of coordination."

To secure approval, William navigated a detailed application process with FIFA, followed by additional approvals through FOX, the tournament's broadcast partner. Every step required careful planning and collaboration, but William was determined to make the experience a reality.

Fortunately, he had strong partners along the way.

Working alongside the City of Alpharetta, Awesome Alpharetta, Colliers, and sponsors including Michelob Ultra, Stella Artois, and NÜTRL through Atlanta Beverage Company, William helped turn an ambitious idea into a community celebration.

"We all came together and threw a huge watch party for the first America game," William said. "We were able to secure the license and make it happen."

Thanks to William's persistence and collaboration, Alpharetta is celebrated the tournament throughout July with public watch parties and an unforgettable atmosphere.

"We wanted to be the place where the community could come together and watch the games in a family-friendly environment," William said.

Florian Sablowski, Area Sales Manager with Atlanta Beverage Company, has watched William's efforts firsthand and credits his leadership for making it happen. "Will took it a step above and reached out to FIFA and made some things happen with some very serious licensing, which is awesome," Florian said. "I couldn't have asked for a better partnership. The FIFA event has been absolutely fantastic for the City of Alpharetta."

Florian also praised the relationships William has built throughout the community.

"The best thing about Will is he has a soft spot for nothing but relationships and friendship," Florian said. 

That sense of community is exactly what William hopes visitors experience when they arrive at Central City Tavern.

Through vision, persistence, and strong community partnerships, William helped transform downtown Alpharetta into a gathering place for soccer fans of all ages—proving that sometimes the best seat for the world's biggest event is right here at home.