Road to Success: Wrexham AFC’s Digital Marketing Strategy

Wrexham AFC, a Welsh football club, made headlines in 2020 when Hollywood actors Ryan Reynolds and Rob McElhenney purchased the team. The acquisition marked a new era for the club, with the celebrity duo bringing a fresh perspective and a willingness to innovate to the table. Their marketing efforts may be one of the most successful examples of digital marketing’s potential to revitalize a brand and engage with fans in new and exciting ways. 

Since the takeover, Wrexham AFC has leveraged social media platforms like Twitter, Instagram, and TikTok to connect with fans on a personal level, share behind-the-scenes glimpses of the club’s activities, and showcase its journey. Through these efforts, the club has been able to increase its online presence, attract new fans and sponsors, and strengthen its relationship with existing supporters, all while reinforcing its identity as a community-focused organization with a passion for football.

Social Media Growth

Wrexham AFC’s biggest accomplishment has been their social media boom since the acquisition. Let’s take a deeper look:

In February 2021 (when the acquisition was complete), the Welsh football club boasted an estimated 165,000 followers on all combined social platforms. Two years later, they have an astonishing combined following count of over 3 million! 

Not only did their followers grow drastically, but their overall engagement on their social media channels has surpassed millions of impressions, likes, and more. What was once a little-known football club in Northern Wales is now a globally recognized club in just two years. 

But how exactly did they do it? 

Content and Story Telling

As part of its digital marketing strategy, the club has focused on content creation centered around compelling storytelling of the underdog club with big dreams. They have also strongly emphasized emotional appeal and connecting with their fans. 

They’ve not only done this through short-form content on their social channels but Reynolds and McElhenney have starred in “Welcome to Wrexham,” a widely successful show on Disney+, detailing their journey of purchasing and running this struggling club. The show has been so successful that it has a 97% audience score and has been renewed for a new season. 

Influencer Partnerships and Sponsorships 

With Ryan Reynolds and Rob McElhenney coming from Hollywood, it’s no surprise that part of the digital marketing strategy has been securing important sponsorships and partnerships with influencers. With their Hollywood roots, the duo has secured massive cameos with Will Ferrell, Hugh Jackman, Charlie Day, and many more. This has helped Wrexham reach new levels of fame and recognition throughout the football world and the entertainment industry. 

Their partnerships have not been limited to Hollywood A-listers, but rather their most essential connections have come through company sponsorships. Wrexham has secured prominent sponsorships for their club with Aviation American Gin, Expedia, Vista Print, and Tik Tok. Of these, Tik Tok is by far the most valuable. With their incredible rise in popularity on the platform, their partnership is a win-win for both parties.

Summary 

In just over two years, Ryan Reynolds and Rob McElhenney have taken a struggling Welsh football club and have turned them into one of, if not the most, successful digital marketing examples in the sports industry. It is an exciting journey to follow and to study for your own digital marketing campaign! Even if you don’t have the help of two Hollywood stars, understanding the importance of content, compelling story telling, social media channels, and potential partnerships can help you design a strong digital marketing campaign. 

If you liked this post, make sure to read last week’s post on how to use visuals for your data presentations!