13 October 2023 | Digital Marketing

Wrexham AFC: A Marketing Case Study


Wrexham AFC is a small football club from Wales that has become a global phenomenon. 

The club was acquired in 2020 by Hollywood actors Rob McElhenney and Ryan Reynolds. They’ve used their star power and social media to generate unprecedented publicity for Wrexham.

Wrexham Association Football Club is a fascinating case study in marketing because it shows how a club can use storytelling, social media, authenticity, and community impact to generate positive publicity and build a global brand.

The Storytelling Behind Wrexham AFC

One of the key factors in Wrexham AFC’s success has been the Disney+ documentary series Welcome to Wrexham

The docu series tells the story of McElhenney and Reynolds’ takeover of the club, and it gives viewers a behind-the-scenes look at the world of professional football. The show has been praised for its warmth, humour, and authenticity.

The documentary series has helped to raise awareness of the club and attract new fans from all over the world. It has also helped to generate positive publicity for the club and its sponsors.

In addition to the documentary series, Wrexham AFC has also used storytelling to its advantage on social media. The club’s social media accounts regularly share behind-the-scenes content, player interviews, and other stories that help to connect fans with the club.

Wrexham AFC based in Wales

In 2021, Wrexham AFC launched a social media campaign called #WrexhamAFCFamily. It was designed to celebrate the club’s diverse fan base and to show how football can bring people together from all over the world. The campaign was a huge success, and it helped to further strengthen the club’s ties to its fans.

The Importance of Social Media

Social media has played a major role in Wrexham AFC’s success. Wrexham AFC has a large and engaged following on social media. It uses its platforms to connect with fans, promote its merchandise and sponsors, and generate excitement and anticipation for the club.

One of the key ways that Wrexham AFC uses social media to its advantage is by interacting with its fans. They regularly respond to fans’ tweets and comments, and it even hosts live Q&A sessions with players and staff. This interaction helps to create a sense of community among Wrexham AFC fans and makes them feel like they are part of the club.

Wrexham AFC also uses social media to promote its merchandise and sponsors. The club has its own online store where fans can purchase Wrexham AFC branded merchandise. 

The club also regularly posts about its sponsors on social media. It even runs social media contests and promotions in partnership with its sponsors.

The Power of Community at Wrexham AFC

Wrexham AFC is a community club, and its fans are at the heart of everything it does. McElhenney and Reynolds have made a point of engaging with the Wrexham community since they arrived. Alongside heavily investing in the club’s infrastructure and facilities.

In addition to supporting local businesses and charities, McElhenney and Reynolds have also made a number of investments in the club’s infrastructure and facilities. 

For example, they have renovated the Racecourse Ground, the club’s home stadium. As well as building a new training facility for the team.

Their commitment to the community has helped to strengthen the club’s ties to the local community and build a stronger bond with its fans.

The Power of Celebrity Status

The power of celebrity status has been evident in Wrexham AFC’s success. McElhenney and Reynolds are both well-known and respected actors. Their involvement with Wrexham AFC has helped to generate a lot of publicity for the club.

Celebrity endorsements can be very effective in marketing, and McElhenney and Reynolds have used their celebrity status to promote Wrexham AFC on social media, in interviews, and in public appearances.

McElhenney and Reynolds appeared on The Late Show with Stephen Colbert, in 2022, to promote Wrexham AFC and the Disney+ documentary series Welcome to Wrexham. The appearance helped to introduce the club to a new audience and generated a lot of buzz for the show.

Celebrity status can also be used to attract new fans to a club. Wrexham AFC has seen a significant increase in fan engagement since McElhenney and Reynolds became involved with the club. 

This is likely due to the fact that many of McElhenney and Reynolds’ fans are now interested in Wrexham AFC.

The power of celebrity status is a valuable tool that can be used to market a club and attract new fans. Wrexham AFC has shown how to use celebrity status effectively, and other clubs can learn from their success.

Get In Touch With Chameleon 

Wrexham AFC is a fascinating case study in marketing. It shows how a club can use storytelling, social media, authenticity, and community impact to generate positive publicity and build a global brand.

The success of the club is a testament to the power of marketing and the importance of connecting with your fans.

If you’re looking for help with your marketing strategy then reach out to us at Chameleon. We can help you to develop a marketing strategy that is tailored to your specific needs and goals. 

We’ll also help you to implement your marketing strategy and track your results. Contact us today and find out how we can boost your business with marketing.

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