Wrexham AFC has cultivated a global fanbase that transcends geographical boundaries, attracting supporters from places like Norway, Dubai, and Iceland. The club's appeal goes beyond its celebrity owners and documentary series, tapping into deeper connections with fans worldwide.
Key points
Wrexham AFC is the oldest football club in Wales.
The club has a global fanbase from places like Norway, Dubai, and Iceland.
Celebrity owners Ryan Reynolds and Rob McElhenney sparked interest.
The 'Welcome to Wrexham' documentary series increased visibility.
Wrexham are the oldest football club in Wales and the third oldest professional club in the world [Getty Images]
What do football fans in Norway, Dubai and Iceland have to offer a club in north Wales? In the case of Wrexham, the answer is a global following that defies the norms of football fandom.
How did a club in between the Welsh mountains become meaningful to fans in places with no obvious geographical or cultural ties to the city?
Club owners and actors Ryan Reynolds and Rob Mac (formerly McElhenney) may have been the spark for some, the Welcome to Wrexham documentary series the catalyst for others, but sustained fandom requires something far deeper.
With Reynolds born in Vancouver, Mac hailing from Philadelphia and the pair having a heavy Hollywood presence, you may expect there to be many Wrexham fans in the USA and Canada. But what about beyond that?
From Norway to Dubai, Australia to Iceland
The Norwegian Reds are the biggest official Wrexham supporters' group, with 440 members. Steinar Pedersen is the founder, having discovered the club through his friend's son - a sports scientist with Wrexham.
"Four years ago, when we were in non-league, Owen [Jackson] told me 'something big is going to happen - you have to start a Wrexham supporters' club in Norway'," Pedersen said.
Pedersen, a fan of Rosenborg in his home country, wanted to find out what all the fuss was about. After following the highs and lows of Wrexham's penultimate season in the National League - when they lost their play-off semi-final in extra time to miss out on promotion in 2022 - he had seen enough to want to start the Norwegian Reds.
"It started quite small, but after people watched the Welcome to Wrexham series, it just flew."
As for Dylan Owen, an expat originally from north Wales, Wrexham was all he'd ever known, having watched games at the Racecourse Ground since the early 1980s. So, when he moved to Dubai in the mid-90s, it was important that he carried Wrexham with him.
"Dubai being Dubai, we have a multitude of supporters for different clubs here," said the co-chairman of the Dubai Reds.
Q&A
What factors contributed to Wrexham AFC's global fanbase?
Wrexham AFC's global fanbase is influenced by its celebrity owners, Ryan Reynolds and Rob McElhenney, and the popularity of the 'Welcome to Wrexham' documentary series.
Why do fans from Norway, Dubai, and Iceland support Wrexham AFC?
Fans from these regions support Wrexham AFC due to the club's unique story and the emotional connections fostered through media representation, despite no direct geographical ties.
How does Wrexham AFC maintain its global following?
Wrexham AFC maintains its global following by creating meaningful connections with fans and engaging them through various platforms and initiatives.
What is the significance of Wrexham being the oldest football club in Wales?
Being the oldest football club in Wales and the third oldest professional club in the world adds historical value and prestige, attracting a diverse fanbase interested in its rich heritage.
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"A few of us Wrexham fans ran into each other in a bar where we'd always watch football… we couldn't watch the non-league football on TV so we'd wait for the results to come through together."
A fellow expat, and co-chairman, Rhys Davies decided to arrange a meet-up for the Wrexham fans, and so the Dubai Reds were formed. The fans now meet at an Irish pub in the Middle East to watch every match.
Why Wrexham?
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 - 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?
"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."
