Wrexham AFC, once a modest club competing in the lower tiers of English football, has undergone a transformation unlike any other in the sport. With Hollywood stars Ryan Reynolds and Rob McElhenney at the helm, the club has transcended its local roots and established itself as an international brand. The effect has been so profound that Wrexham now generates more revenue from overseas markets, particularly the United States, than it does from the UK.
The driving force behind this unprecedented growth is the power of storytelling. The documentary Welcome to Wrexham has captivated audiences worldwide, offering an inside look at the club’s struggles, triumphs, and the passionate community that surrounds it. What sets Wrexham apart from other clubs is that its narrative extends beyond the pitch—fans are not just invested in match results, but in the journey of the club itself.
Football (or soccer, as it’s known across the Atlantic) has seen a meteoric rise in popularity in the United States, but no European club has benefited from this surge quite like Wrexham. Unlike the elite giants of European football, Wrexham offers an underdog story that resonates deeply with American sports culture. The club’s journey from financial ruin to back-to-back promotions embodies the very essence of the American dream: hard work, resilience, and a little bit of showmanship.
This appeal has translated directly into financial success. The club’s latest financial reports reveal that a staggering 52.1% of its revenue now comes from outside the UK, with a significant portion originating from North America. Sponsorship deals with brands like United Airlines and SToK Cold Brew Coffee have poured millions into Wrexham’s coffers, elevating sponsorship revenue from just £1.9 million to an impressive £13.2 million. Merchandise sales have also exploded, with Wrexham kits and memorabilia becoming must-have items for fans across the globe. Walk into a sports bar in Los Angeles, New York, or Chicago, and you’re likely to spot someone sporting the club’s iconic red jersey.
If the club continues on this trajectory, its brand could rival some of the biggest names in the sport, not just in revenue but in cultural significance.
