Club director, Harvey, recently disclosed that the club’s value has skyrocketed from £2 million ($2.5m) to £9m ($11m) since the actors’ acquisition in February 2021. Reynolds and McElhenney’s investment has not only bolstered the club financially but has also elevated its profile significantly, owing in part to the success of the acclaimed documentary series ‘Welcome to Wrexham’.
Harvey underlined that the ownership’s main goals were to respect the town’s rich past, foster hope among the populace, and act as a unifying factor for supporters.
Harvey made the following statement while speaking at the SportNXT conference in Australia: “It is important to note that this was a wise investment. presently valued at £9 million. The town’s history and the desire to provide the town something the people could support were the primary drivers behind ownership. Between 2020 and 2024, there was an incredible surge in social media usage, with an increase from 152,000 [followers] to 3,981,747 across all platforms.
“Ultimately, it was exposure, the spotlight that had been shone and all of a sudden, everybody wanted to see what was going on. We successfully managed the football club in the town for the local community and built everything else around it. It remained relatable.”
Sporting success has accompanied the club’s newfound popularity, as Wrexham aims for automatic promotion from League Two to League One. Currently occupying the third automatic promotion spot, the team’s impressive performance on the pitch mirrors its off-field achievements.
Whereas, the FX series ‘Welcome to Wrexham’, chronicling the club’s transformation and resurgence, has been showered with critical acclaim, winning multiple awards, including two Critics’ Choice Television Awards and five Primetime Emmy Awards. With a third series set to premiere soon, the documentary continues to captivate audiences worldwide.
The success of ‘Welcome to Wrexham’ has not only resonated with fans but has also become a lucrative venture. Disney’s involvement in the documentary series underscores its commercial viability, with each episode estimated to have generated more than £400,000.
Harvey added: “The ownership and success has now created a spotlight on the Football League and non-league football, making it attractive for overseas investment. Wrexham was everyone’s favourite second team until we started winning. The more you win, the more people will look to see you fail. Anything can be turned around if it is given an opportunity. Create opportunities by generating interest from the fanbase. The increased exposure has given us better players and we provide unique selling points for players by providing them with more exposure.”
Wrexham’s growing fanbase across the Atlantic has also translated into substantial gains for the English Football League (EFL). Overseas broadcasting rights have seen a remarkable 40% increase, with the EFL poised to generate a minimum of £148 million ($187m) over the next four seasons from broadcasting games outside the United Kingdom. A strategic partnership with New York-based media agency Relevant Sports further solidifies the EFL’s presence in North America, Latin America, and the Caribbean, amplifying the league’s global reach.
As Wrexham continue its upward trajectory, propelled by the vision and passion of Reynolds and McElhenney, the club stands as a shining example of the commercial opportunities, the transformative power of football and its ability to unite communities across borders. The Red Dragons will return to action on the pitch against Grimsby Town on Saturday
