Why Wrexham's global fanbase is about more than fame and glory

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Members of the Norwegian Reds alongside Wrexham AFC director Humphrey Ker (second left)

So was it the Hollywood influence that caused the fan groups to take off? Or was it the documentary series?

"It's the underdog story," explained Pedersen. "You want the small teams to succeed. It's a traditional club, and one of the oldest."

But it wasn't just the story that the Norwegian fans fell in love with.

"We can relate to the Welsh people. When we are there, it's almost like meeting another Norwegian. That's why we enjoy it so much when we visit, because we're almost the same.

"Norway is a small country with lots of hard-working people - we see ourselves the same.

"They are so welcoming - their hospitality and friendliness. That's why I love the Welsh people."

Paul Jones is the chairman of the Wrexham Supporters Federation (WSF), who hold regular meetings for the official fan groups and, in turn, feed back any thoughts to the club.

The WSF was formed in 2007, starting with UK-based groups such as London Reds and Manchester Reds. "Nowadays we're international," Jones says proudly.

"It's very surreal at times but I welcome it with open arms.

"It's gathered pace. Prior to Reynolds and McElhenney taking over the club the average American didn't even know what Wales was, never mind Wrexham - and that's totally changed."

There are 25 supporters' groups as part of the WSF - including the Bavarian Red Dragons, in Germany, and the Ukrainian Dragons. But, outside of the WSF, there are fan groups in Iceland, Thailand, Australia and more.

"The first time I visited Wrexham I fell in love with the people, first and foremost," explained Matthias Matthiasson, founder of the Wrexham Icelandic Supporters Club.

"It's an amazing town with amazingly kind people, and the people make the club.

"I absolutely feel an emotional connection to the club and the people of Wrexham.

"Soccer is the most popular sport in Iceland and, just like in Wrexham, the teams are nothing without the supporters."

The commercial benefits

Exposure from the success of Wrexham on the pitch, coupled with the Welcome to Wrexham documentary and Hollywood influence, has undoubtedly led to the club benefiting from the growing interest of overseas visitors.

Tourism in Wrexham had a standout 2024, generating £191m for the local economy, external - up 6.3% year-on-year. Visitor numbers reached more than two million, up 1.1%, including 1.63 million day visitors and 440,000 overnight stays.

Meanwhile, increased revenue at the football club is largely driven by its global traction - with latest accounts showing a record £33.3m turnover. A geographical split of the club's revenues shows that the UK contributed 40.5% - but the majority came from outside Europe (57.7%).

Since the start of the 2024-25 season, approximately half of their retail income has come from outside the UK.

Wrexham are also one of the most followed EFL clubs worldwide in terms of matchday streaming.

Since the new EFL broadcast deal came in at the start of the 2024-25 season, every Wrexham match has been selected for broadcast in the USA on CBS and Paramount+. That's all 46 League One games last season and all 44 Championship matches in this campaign, with Wrexham's final two fixtures - against champions Coventry and promotion-chasing Middlesbrough - also set to be broadcast.

What happens if success fades?

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The Dubai Reds were formed in 2023

"I will always support Wrexham no matter what," says Pedersen, who's hoping to plan his first trip to Wembley should Phil Parkinson's side secure a Championship play-off spot this season.

"Everybody's so happy with Rob and Ryan, and everything they have done for the club and for the city - they've brought hope."

In Dubai, Owen adds: "I can't think of a scenario where I wouldn't wake up and if Wrexham are playing, the first thing I do is check the results."

Back on home turf Jones, a Wrexham fan for six decades, hopes the growth of their fanbase continues regardless of the club's status: "The more the merrier - we're on an incredible journey and I think it's going to carry on beyond my years."