From Sitcom Scripts to Stadium Roars: How Wrexham AFC Became Football’s Greatest Plot Twist

“This isn’t a Gucci washbag club” – Why Wrexham’s culture-first approach is football’s real flex

Imagine a Hollywood writer, a Canadian movie star, and a Philadelphia comedian walking into non-league football club - and walking out three years later with one of the fastest promotions in the sport’s history. That’s not a pitch. That’s Wrexham AFC.

Founded in 1864, Wrexham is the oldest football club in Wales—and now possibly the most famous outside the Premier League. Under the ownership of Ryan Reynolds and Rob McElhenney, and with the strategic grounding of LA-based creative turned club executive Humphrey Kerr, Wrexham went from a fan-owned National League team to the brink of Premier League football. All while keeping the heart of the club beating in sync with the community.

What started with Football Manager, a lunchtime Champions League comeback, and a COVID-era documentary binge has turned into a movement that’s rewriting the business and culture of modern football.

The Lowdown on Wrexham AFC

• Wrexham AFC, founded in 1864, is the third-oldest professional football club in the world and plays at the Racecourse Ground—the oldest stadium still hosting international fixtures.

• The club was bought by Ryan Reynolds and Rob McElhenney in late 2020, after a 98.6% fan vote from the Wrexham Supporters Trust.

• Three straight promotions: from the National League (2022–23), through League Two (2023–24), and into the Championship (2024–25).

• Phil Parkinson remains manager, hired in 2021, and has overseen all three promotions with full tactical autonomy.

• Commercial revenue rose from £1.9 m to £13.2 m in just one season; 2023–24 turnover hit £26.7 m, dwarfing most EFL clubs.

• Stadium upgrades: the 5,500-seat Kop stand is under construction and will include club offices and commercial facilities.

• The Racecourse Ground will soon push beyond 13,000 capacity, with potential long-term expansion to 18,000 seats.

• The club still lacks a permanent training ground, but plans are underway to build one at Darland High School in Rossett—despite local pushback.

• Global fandom is fueled by the Emmy-winning docuseries “Welcome to Wrexham”, now in Season 4 on Disney+.

• Social media and digital engagement outperform even Premier League clubs; one tweet from a National League match pulled 5.4M impressions, topping Arsenal and Liverpool's combined output that same weekend.

• Big-name signings (James McClean, Steven Fletcher) and major transfer bids (e.g., Conor Coady, Christian Eriksen) show Premier League ambition.

• The club still fosters a community-first ethos—players greet fans daily, drive their own cars to matches, and avoid elite football detachment.

“That felt like… the wild west for us”

The Championship was never the original plan. League Two, maybe League One felt realistic. But here they are—Wrexham now just one promotion away from the Premier League.

The success feels surreal but earned. Kerr explains it wasn’t just money—it was trust, culture, and putting the right people in place.

“You select the right people, empower them… and actually it’s not that surprising that they deliver.” – Humphrey Kerr

“Rob watched ‘Til I Die and I Googled how much a club costs”

The takeover started during LA lockdown. Kerr suggested McElhenney watch Sunderland ’Til I Die to understand UK football culture. He loved it.

Then came the pivotal question: “How much does it cost to buy a club?” Kerr’s quick Google search planted the seed—and within months, Wrexham was theirs.

“We wanted somewhere that had suffered… where rebuilding meant something.” – Humphrey Kerr

“Football Manager was research”

Kerr spent years playing Wrexham on Football Manager, unknowingly simulating the challenge he’d later face in real life. Those virtual seasons created surprising real-world knowledge.

He knew the player archetypes, the grind of lower-league operations, and the emotional weight of club momentum.

“Of course I got Wrexham to the Champions League on Football Manager. Who do you think you’re talking to?” – Humphrey Kerr

“More social traffic than Arsenal and Liverpool”

Wrexham’s social engagement breaks every mold.

A 2023 tweet during a National League clash hit 5.4 million impressions—more than Arsenal vs. Liverpool’s Premier League drama the same weekend.

That digital heat powers major sponsorships: Meta, HP, and United Airlines all back the shirts.

“Sponsors don’t care we’re in League Two when the global exposure is Championship-level.” – Humphrey Kerr

“Phil’s our best signing”

Phil Parkinson didn’t just manage Wrexham—he stabilized it. Unlike most clubs with bloated staff roles, Parkinson acts as manager, DOF, and strategy mind.

And he’s been given full control, even turning down cameras when needed.

“We said: you’re in charge. No director of football. Just you.” – Humphrey Kerr

“No Bugattis, no security gates”

Despite the fame, the club refuses to lose its soul. Players still change at the stadium, drive to training themselves, and interact with fans daily.

That intimacy is a culture play as much as a cost-saving one. Kerr fears the day players roll up in tinted SUVs with headphones on.

“This isn’t a Gucci washbag club. And that’s what makes it work.” – Humphrey Kerr

“We Knew We Were Going To Do a Documentary From the Jump”

Wrexham wasn’t chosen by accident. It scored highest on a five-point matrix based on fanbase, geography, history, narrative potential, and stadium profile. And yes—Wikipedia and Football Manager helped.

Rob pitched Ryan to sponsor the team. Ryan responded: “I don’t want to sponsor—I want to go halves.”

“He watched 14 hours of Sunderland Till I Die in one day.” – Humphrey Ker

“We were sent home for two weeks. We all thought it was paid holiday.” – Humphrey Ker

“We Fight Tooth for Nail for Every Single Point”

Despite Hollywood money, Wrexham isn’t steamrolling opponents. They grind out 1–0 wins. Budget is tight. Culture is tighter. Loyalty to players and the manager defines the club’s ethos.

Phil Parkinson’s “no plonkers” test filters out high-maintenance players. Team cohesion > talent.

“Strong teams beat strong individuals.” – Humphrey Ker

“We’d need to quadruple our playing budget just to have a shot in the Championship.” – Humphrey Ker

“You Did It—Well Done.” “Thanks.” Handshake.

Humphrey’s emotional range runs between a 3 and 7 out of 10—something he traces to a childhood lacking affirmations. Therapy helped. But sometimes it still takes an open-top bus parade to unlock a few tears.

“I live in an emotional zone between a three and a seven.” – Humphrey Ker

“Winning an award didn’t change the fact I had to perform the same night.” – Humphrey Ker

“This Isn't a Vanity Project. It’s a Philanthropic Engine.”

The club’s financial model includes creative funding from the documentary series and smart partnerships—like social enterprise Kick4Life. But the heart is local. Reviving Wrexham means more than trophies.

“You don’t get 10,000 people cheering when you launch a yacht.” – Humphrey Ker

“We knew the club might not survive without someone stepping in.” – Humphrey Ker

“Ryan Has a Marketer’s Mind—and He Knows When to Use It”

Ryan doesn’t interfere in footballing decisions but brings creative firepower when needed. His company, Maximum Effort, amplifies club messaging in globally resonant ways. Think Deadpool meets lower-league grit.

“They know when to press the Ryan button.” – Humphrey Ker

“He's willing to throw away a plan for what’s funniest in the here and now.” – Humphrey Ker

“Everyone Introduced Themselves Like Polite Schoolboys”

From seasoned internationals to academy rookies, Wrexham’s squad is built on shared values: humility, warmth, and work ethic. Phil Parkinson’s leadership and player recruitment are laser-focused on character.

“We have guys queuing to introduce themselves—McClean to Ashfield, all the same.” – Humphrey Ker

“There are no cliques here. Just strange, supportive friendships.” – Humphrey Ker

“The Goal Is the Premier League. But Sustainably.”

Making it to the Championship will require a 4x playing budget boost. Premier League? More like 10x. The next step might involve bringing in new investors—but not at the cost of Wrexham’s soul.

“When we’re in the Championship, we’ll get stomped—initially.” – Humphrey Ker

“We’re not steamrolling clubs. We’re just more creative with the money we generate.” – Humphrey Ker

What’s Next: Championship Challenges

Q: What’s a realistic goal this season?

10th place. Avoid the temptation to overreach. Focus on consolidation, momentum, and infrastructure.

Q: Can Wrexham sustain this without losing its soul?

That’s the tightrope: grow smartly, preserve daily access, and avoid elite isolation.

Q: What’s the long-term vision?

Promotion to the Premier League—but only when facilities, staffing, and club culture are fully prepared.