MELBOURNE — Wrexham’s CEO, Michael Williamson, firmly believes that the Welsh club has the potential to ascend to the Premier League in the future.
As the team prepares to transition from League One to the Championship, he shared with ESPN that enhancing the club’s global brand—through initiatives such as its tour in Australia and New Zealand—will be vital for ensuring its long-term success once it reaches the top tier.
Since being acquired by Hollywood actors Rob McElhenney and Ryan Reynolds for just £2 million while they were in the fifth tier of English football in 2021, Wrexham has achieved remarkable feats, finishing second in League One this season, which secured them a place in the Championship with three consecutive promotions.
However, the Championship comes with its own challenges, as Wrexham’s average crowd of 12,757 during the previous League One season would rank as the third smallest in the Championship. In contrast, Sunderland topped the league with an average of 39,000 fans, and recently relegated clubs like Ipswich, Leicester, and Southampton will benefit from substantial “parachute payments” totaling £39 million.
Despite these challenges, Wrexham’s global brand has flourished since its Hollywood takeover and the debut of the Disney documentary, *Welcome to Wrexham*. Currently, the club is sponsored by United Airlines and is touring Australia for matches against A-League teams such as Melbourne Victory, Sydney FC, and Wellington Phoenix.
“Transitioning from League Two to League One was tough, but moving up to the Championship is a significant leap. We will face clubs recently relegated from the Premier League, which have considerable financial advantages,” Williamson said, emphasizing the importance of strategic financial planning.
Williamson pointed out that over 50% of the club’s revenue comes from international sources. Engaging with fans globally through merchandise, match streaming, and relevant content is crucial for growth. He stressed the need for a genuine connection between the club and its expanding global fan base, rather than solely relying on its celebrity owners or the documentary’s popularity.
Looking ahead, Williamson foresees the documentary paving the way for Wrexham to tap into rapidly growing football markets in Asia. He mentioned the potential for growth in regions like China and Southeast Asia, where significant fan engagement opportunities await.
