How Wrexham Welcome transformed a Welsh club into a world hit

When Hollywood duo Ryan Reynolds and Rob Mack completed their takeover of Wrexham, the idea that a documentary would follow seemed almost inevitable.

The pair brought a background in storytelling – Reynolds with an established reputation for marketing as much as acting, and Mac spoke openly about how the Netflix documentary Sunderland ‘Til I Die inspired his desire to buy Wrexham.

Humphrey Kerr, in addition to the owners, is an executive producer of the series. He is also a director of the club, and is the man who introduced McKay to football.

“We always hoped that telling an authentic story about something as unique and universal as a football club would resonate… but I don’t think any of us expected the level of interest,” Kerr said.

Reynolds and Mack’s involvement may explain the initial attention, but the audience’s reason for staying is different.

“It’s the authenticity that keeps people coming back. Wayne Jones (owner of the Turf Pub), Kerry Evans (the club’s disability liaison officer), and Phil Parkinson (the manager) and the staff are the real stars,” says Kerr.

That emphasis on community runs throughout. Rather than focusing solely on performance or tightly controlled narratives, it leans towards the unpredictability of football and the lived experience of those around it.

“I think it’s definitely a reason to work,” adds Kerr.

“A lot of sports docs present a polished and anodyne version of the ‘product’… I think that authenticity is what gets people hooked.”

For the audience, that authenticity translates into something more immersive.

The scale of that connection has even become the subject of academic research.

Professor Jan Bohmer of the University of Michigan co-authored the study.Did Deadpool save a city? Socio-economic impact of Welcome to Wrexham.

He believes the series allows viewers to feel personally connected to the city.

“The audience quickly forms a strong bond,” Boehmer explains.

“They can feel like they know the people of Wrexham personally, make them part of the community… It doesn’t feel like marketing. It feels like a good story.”

That dynamic has helped the series reach beyond traditional football audiences.

While the results still provide narrative excitement, the core of the emotion lies in the club’s social presence.

The series has charted on-field success in successive promotions for the men’s team, but setbacks have played a role in maintaining interest.

“The odds make for more interesting television,” explained Kerr – pointing to the club’s failure to secure promotion in the first season as a key driver of returning viewers.

“People are very proud to see the club and the city represented in this way… I’m honestly surprised by the lack of say no.”