The documentary that transformed a Welsh club into a global brand

Image source, Getty ImagesImage caption, Co-chairmen and executive producers of 'Welcome to Wrexham' Rob Mac (left) and Ryan Reynolds (right) secured their takeover of Wrexham AFC in 2021 Spoiler warning: This article contains details of the first two episodes of the new series of 'Welcome to Wrexham'. On paper, Welcome to Wrexham shouldn't work in the way that it has. A documentary about a lower-league Welsh football club, far removed from the glamour of the Premier League, is hardly an obvious hit. Yet the series has become one of the most compelling and captivating sports stories of recent years. Season 5 premieres on Disney+ in the UK, and FX and Hulu in the US on Friday, 15 May. BBC Sport has had an exclusive screening of what's to come in the early episodes before their public release. So what can you expect, and how has this documentary series transformed a football club in north Wales into a global phenomenon? When Hollywood duo Ryan Reynolds and Rob Mac completed their takeover of Wrexham, the idea that a documentary would follow felt almost inevitable. The pair arrived with backgrounds in storytelling - Reynolds with an established reputation for marketing as much as acting, and Mac having spoken openly about how the Netflix documentary Sunderland 'Til I Die inspired his want to buy Wrexham. Humphrey Ker, alongside the owners, is an executive producer on the series. He is also a director at the club, and was the man who introduced Mac to football. "We always hoped that telling an authentic story about something as unique and yet universal as a football club would resonate... But I don't think any of us expected the level of interest" says Ker. The involvement of Reynolds and Mac may explain the initial attention, but the reason audiences stay is different. "It is the authenticity that keeps people coming back. People like Wayne Jones [owner of the Turf pub], Kerry Evans [the club's disability liaison officer], and Phil Parkinson [the manager] and staff are the real stars" says Ker. That emphasis on community runs throughout. Rather than focusing solely on performance or tightly controlled narratives, it leans into the unpredictability of football and the lived experience of those around it. "I think it's definitely the reason it works," adds Ker. "Lots of sports docs present a polished and anodyne version of the 'product'… I think that veracity is what got people hooked." For viewers, that authenticity translates into something more immersive. The scale of that connection has even become the subject of academic research. Professor Jan Boehmer from the University of Michigan is the co-author of the study 'Did Deadpool Save a City? The Socio-Economic Impact of Welcome to Wrexham'. He believes the series allows audiences to feel personally connected to the town itself. "Viewers quickly form a strong bond," explains Boehmer. "They might feel as if they knew the people of Wrexham personally, making them part of the community… it doesn't feel like marketing. It feels like a good story." That dynamic has helped the series travel beyond traditional football audiences. While results still provide narrative tension, the emotional core lies within the social presence of the club. The series has chartered the on-field successes of consecutive promotions for the men's side, but setbacks have played a role in sustaining interest. "Adversity makes for more interesting television," explains Ker - pointing to the club's failure to secure promotion in the first season as a key driver for returning viewers. "People are very proud to see the club and the city represented this way... I'm honestly astonished by the lack of naysaying." While the documentary has not generated direct revenue for the club, its wider impact has been substantial. Welcome to Wrexham has become the most-watched docuseries on FX Entertainment, with audiences spanning multiple territories. Less than half of its viewership comes from North America, with the UK representing its largest secondary market - an indication of both domestic and international appeal. Its success has also been recognised with 10 Emmy Awards and a multi-season renewal. "When we launched Welcome to Wrexham, we never imagined the impact it would have on the club and the town while creating one of TV's most successful and beloved docuseries," said Nick Grad, President of FX Entertainment. "The three-season renewal is a testament to the vision of Rob and Ryan and the enduring connection they've built with fans around the world." Financially, Wrexham has seen rapid growth. According to Dr Christina Philippou, an Associate Professor in sport finance, income has increased more than five-fold between 2022 and 2025. Commercial revenue in particular has surged, rising more than 14 times over the ownership period - far outpacing matchday income. "The Hollywood glamour in action has played a big part in pushing global appeal and bringing in global sp

The documentary that transformed a Welsh club into a global brand

Key takeaways

More in sports