When people talk about Wrexham AFC these days, they often start with its Hollywood owners and chairmen, Rob McElhenney and Ryan Reynolds. A hit documentary, packed stadiums, and global headlines have certainly been a welcome boon to the club’s fortunes. But for the people who live here, the story that matters most isn’t about celebrity – it’s about community and values.
Over the past few years, Wrexham AFC has become a powerful force for community spirit, reshaping how the city sees itself and how others see it too. The transformation hasn’t just been played out on the pitch. It’s happened in schools, pubs, local businesses, youth clubs, and everyday conversations across the city.
Continue reading to learn all about Wrexham AFC’s place in Wrexham’s cultural landscape. And, if you are travelling to Wales, consider booking one of our own Wrexham Tours or Day Trips from Wrexham.
Years of Uncertainty
Before the club’s recent revival, Wrexham had endured decades of economic change, uncertainty, and underinvestment. Like many towns shaped by heavy industry, it carried a strong identity but was often overlooked. Football remained a source of loyalty, but optimism was harder to come by.
The club’s resurgence changed that tone almost overnight. Promotion battles, sold-out matches, and international attention created something Wrexham hadn’t felt in a long time: collective momentum. Suddenly, people had something to rally around again – a shared story that wasn’t about decline, but about possibility.
That shift in mood matters. Pride is contagious, and Wrexham AFC gave the city a reason to believe in itself again.
A Global Spotlight with a Local Heart
The documentary series Welcome to Wrexham played a huge role in amplifying that pride. While the show attracted viewers from around the world, what made it resonate locally was its honesty. It didn’t just follow players and owners – it featured fans, volunteers, pub landlords, shopkeepers, and families.
Seeing familiar faces and streets on a global platform created a powerful emotional response. For many residents, it was the first time their city had been represented not as a footnote, but as the heart of the story. That recognition fed back into the community, strengthening the sense that Wrexham and its people mattered.
Economic Energy and Everyday Benefits
Community spirit isn’t just emotional; it’s practical. As interest in Wrexham grew, so did footfall. Matchdays brought new visitors. Hotels filled up. Cafés, pubs, and shops benefited from increased trade. For local businesses, the football revival translated into real opportunities.
Importantly, this wasn’t limited to big events. Even outside matchdays, curiosity about Wrexham encouraged people to linger, explore, and spend time (and money!) in the city centre. That steady flow helped breathe life into everyday spaces, reinforcing the idea that Wrexham is a place worth investing in.
Football as a Tool for Inclusion
One of the most significant but less visible impacts has come through the club’s community work. The Wrexham AFC Foundation uses football as a way to engage people who might otherwise feel excluded, such as young people, those facing health challenges, and individuals with disabilities.
Through education programmes, mental health initiatives, disability football, and youth outreach, the club’s influence reaches well beyond its fan base. These programmes do more than teach practical skills; they create belonging, they give people structure, confidence, and connection.
Partnerships That Look to the Future
Community spirit thrives when momentum turns into long-term commitment. In recent years, partnerships between the club, educational institutions, charities, and local authorities have focused on making an impact that’s sustainable rather than symbolic.
Investment in facilities, improved access to grassroots sport, and data-driven approaches to wellbeing and education show a city thinking beyond headlines. The redevelopment of the stadium and surrounding areas has been about creating shared civic spaces that serve the community year-round.
A City Telling Its Own Story
Perhaps the most lasting change has been narrative. For years, Wrexham was spoken about more than it was listened to. Now, the city is telling its own story. And it’s doing that with confidence, humour, and authenticity.
Football has acted as the catalyst, but the spirit it’s unlocked belongs to the people. You see it in packed pubs on matchdays, in community events, in volunteers welcoming visitors, and in the way locals talk about their city with renewed pride.
For an exploration of Wrexham’s food and drink scene and a deep dive into the story of the city and its recent rise in popularity, consider joining us for our The Wrexham Taster – Half-Day Tour. You’ll get to take in some of the city’s architectural wonders, like the medieval St Giles Parish Church, along with tasting some fantastic beers brewed by the award-winning Wrexham Lager.
So, what are you waiting for? Come see Wrexham for yourself! Wrexham AFC has helped the city find its voice again – long may it continue!
