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Wrexham AFC: The fastest growing club in the world
The name Wrexham may come as a mystery to football fans across the globe, but this Welsh city located in the borough of Wrexham county is quickly making a name for itself globally.
In a city of blue collar workers, they all share the same passion – their beloved Wrexham Association Football Club. A club that has some of the richest history that you will find across any sporting codes around the world. Founded in October of 1864, Wrexham AFC is the oldest Association Football side in the world. Nicknamed the Dragons, they are the heart and soul of this Welsh community and the football team competes in the National league, the English fifth tier.
The name Wrexham may be ringing a few bells in readers’ minds by now. The Dragons have rapidly rose to the top of football news tabloids across the globe in the past two years after its high profile sale to Hollywood Actors Rob McElhenney and Ryan Reynolds in November of 2020. This created much noise around Wrexham, but what was to follow could not be imagined.
Whilst News outlets and football media pundits were debating the intentions of the club having American ownership, Wrexham was working tirelessly behind the scenes to put themselves back on the map. The rich history of the club, which includes the home ground of Racehorse Ground, is the world’s oldest international football stadium. The potentially bright future for the Dragons is one of the reasons why Reynolds and McElhenney jumped at the opportunity to buy at a price tag that cost the pair £2million ($3.32 million) in total.
With high profile owners, comes equally high profile opportunities. Disney+, the online streaming platform home to a whopping 221 million subscribers, saw the potential in the Wrexham AFC story – arguably one that is only just beginning. The documentary follows the club’s journey through the 2021 National League season in their pursuit to gain promotion into League 2. Reynolds and McElhenney have both stated that the goal for the club in 2022 is to be promoted to the next tier, with their long term vision for the Dragons eventually making a top flight appearance in the English Premier League.
Disney+ has done a compelling job in capturing the excitement and optimism surrounding the club. The ‘Welcome to Wrexham’ series paints the picture of a true underdog trying to survive and battle their way to the top. With the show’s episodes being released weekly in the midst of the club’s season, it has generated massive amounts of interest both domestically and internationally. A large focus has been tapping into the international markets and bringing Wrexham’s story to the world. In the United States, Wrexham merchandise sales spiked following the release of an episode. To measure the direct impact the documentary is having on its US viewers, a data science team from global e-commerce firm Pattern analysed consumer demand for Wrexham AFC merchandise on Amazon daily for the year to date. They found that merchandise sales skyrocketed by 47% on average the day after an episode is released – with Wrexham football shirts being the most in-demand item with an average increase of 113%.
With such an interest in the club, many new fans are asking the question of how they can watch Wrexham games. This is a key area of focus for Reynolds and McElhenney who both recognise the need for streaming of games being based in North America themselves. In a bid to capitalise on club interest, Wrexham approached the National League bosses with a proposal to stream Wrexham matches both domestically and internationally. The proposal was shut down which Reynolds described as ‘truly baffling’. Instead the National League is looking to create its own streaming service for the league.
Wrexham’s proposal to the National League was the idea of free international streaming to lure new fans towards the club and league. Domestic fans would pay £10 ($16) to stream live matches with all streaming profits being given to the National League. It’s obvious Wrexham’s new owners are trying to maximise the club’s growth by getting more eyes on the Dragons through live streaming matches.
The ‘Welcome to Wrexham’ documentary has shown the power and reach of streaming to a global audience. Reynolds and McElhenney’s focus is on connecting fans of the documentary to the club’s live matches, giving fans full access to their journey. As mentioned earlier, the revenue will come with growing interest in the club, and the spike in merchandise sales is a sign of that growth.
A surge of ambition is reshaping Victorian football. From packed grandstands to club reinvention, the game is thriving again — and policymakers must keep up.
Victorian football disruption is changing the landscape of the game. Crowds are growing, clubs are modernising, and communities are reconnecting with football like never before. What we are seeing is more than competition on the pitch. It is a reawakening of local football’s heart and identity.
When the right policies and investments are in place, clubs thrive, communities benefit, and the football economy grows. This moment shows exactly why disruption can be the best thing to happen to Victorian football in years.
A New Standard: Preston Lions Leading the Disruption
Few clubs capture the spirit of Victorian football disruption better than Preston Lions. Back in NPL Victoria, Preston is averaging around 5,000 fans per match, a figure that reflects a strong community connection and a modern professional approach. Their marketing, digital presence, and engagement strategies are setting new standards for Australian football.
Preston’s success is forcing other clubs to raise their game. It shows what happens when a club combines authenticity, ambition, and professionalism.
Grand Final Passion and Heidelberg’s Cup Inspiration
The NPL Victoria Grand Final captured the essence of Victorian football disruption. Over 9,000 fans packed Lakeside Stadium to watch Heidelberg United and Dandenong City put on a show that proved how strong the local game has become.
Dandenong City’s passionate fans and Heidelberg’s tradition created one of the best football atmospheres in recent memory. Heidelberg’s fairy-tale run in the Australia Cup, defeating three A-League clubs to reach the final, proved that Victorian clubs can compete with anyone in the country.
Tradition Meets Change Across the League
The disruption runs deep. South Melbourne, despite fighting off relegation, claimed the Dockerty Cup. Melbourne Knights, a club that has produced legends like Mark Viduka, were relegated. It is a reminder that history alone is no longer enough.
Victorian football disruption has made it clear that adaptability, community focus, and modern operations define success today.
Infrastructure and Experience: Oakleigh Cannons Set the Standard
Off the field, Oakleigh Cannons are about to unveil their $15 million grandstand, a major step for Victorian football. The new facilities include improved spectator viewing, indoor training areas, and corporate entertainment spaces that elevate the entire match day experience.
When Oakleigh hosted Preston earlier this year, the atmosphere was incredible. The sound, the energy, and the passion from both sets of supporters showed how infrastructure can bring football to life.
These kinds of investments are not just about comfort or prestige. They draw people in, create jobs, and inject confidence and capital back into the game.
Unlocking Football’s True Potential
Removing the barriers holding football back showcases the very best of Australian sport. Victorian football disruption is driving new investment, stronger participation, and greater confidence in the game. We are only custodians of football, and how we manage this moment will shape its future for generations.
As we move into the Australian Championship, clubs and fans are demanding more from policymakers, including investment, infrastructure, and a clear pathway that rewards ambition.
Promotion and relegation should be part of that journey. International markets show how powerful that model can be in fueling growth, competition, and opportunity.
A Game Reborn Through Disruption
Victorian football disruption is not just about change. It is about renewal. The crowds are returning, clubs are evolving, and the culture feels alive again. The combination of passion, professionalism, and community spirit is rewriting the story of local football.
This is only the beginning. Victorian football has always had the heart. Now it has the belief to match.
When current Adelaide United captain and Socceroo, Craig Goodwin, was asked in his formative years what occupation he wanted to pursue, his definitive answer was,
“I want to play professional football”.
However, in his endeavour to realise this dream, Goodwin encountered many obstacles.
Notably , he understood the competition to reach the top wasn’t always going to be easy but was determined nothing would stand in his way .
Accordingly, he was totally dedicated to the cause of furthering his career beyond all boundaries.
Influenced and coached by his father Tony, a Crystal Palace supporter who brought the family to Australia in 1967, from the age of five, Goodwin was never without the ball.
“From the age of eight, Craig really started to show his commitment and capability,” says Tony Goodwin.
Craig always revealed natural ability but wasn’t a standout even at the age of twelve”, he added.
He was selected for the S.A. State u/13’s but was rejected for u/14 selection because of his lack of stature.
“Craig was very disappointed with his non selection but this inspired him to work harder”,says Tony Goodwin.
On a family trip back to England, Goodwin trialled with the Crystal Palace u/15’s and really excelled. Unfortunately, he failed to gain an apprenticeship because he fell into the age group of u’16’s.
However, he was asked to come back to trial for the u/18’s two years later and despite impressing, they didn’t require a flanker, only a central striker.
Argentina’s Lionel Messi, left, is greeted by Australia’s Craig Goodwin at the end of the World Cup round of 16 soccer match between Argentina and Australia at the Ahmad Bin Ali Stadium in Doha, Qatar.
After this, he went to Scotland and trialled for Inverness where he was offered an apprenticeship to start the following June.
However, the night before he was bound for Scotland, the impossible happened when he was advised the Inverness Academy had been culled because the senior team was relegated.
Despite the devastating news and disappointment, Goodwin just declared” he would get on with it”.
This involved spending countless hours on core body work and running up hills with his father to increase his strength.
Despite this application, he was cut from the Adelaide United youth squad trials for the second time.
Fortunately, while still at the Adelaide Raiders, Goodwin received a call from Oakleigh Cannons coach, Arthur Pappas, who had been tipped off about the youngster’s ability by an Adelaide contact.
“I was naturally disappointed in being knocked back a second time for the Adelaide United youth team so I saw a move to Melbourne with Oakleigh as a step forward”, says Goodwin.
While he was playing for Oakleigh in the winter, Goodwin caught the eye of Melbourne Heart coach, John Aloisi,and in the summer of 2011, he made his debut in the National Youth League.
Subsequently, he received the call up from John van’t Schipp to play in the senior Heart team as a wing back against Melbourne Victory.
Goodwin made a huge impact in the match, nutmegging Harry Kewell and leading Marco Rojas and Ivan Franjic such a merry chase , he received the man of the match.
It was none other than former Socceroo great Ray Baartz who witnessed the talents of Goodwin in this match.
“I advised the Newcastle Jets, General Manager, Robbie Middleby, to get that kid up to Newcastle as soon as possible”.
“You could see the boy had a special talent running at defenders with a deadly left foot shot to boot”, added Baartz.
Middleby responded quickly and Goodwin accepted the offer to sign with the Jets which would guarantee him first team football for the 2012-13 A-League season.
“In the second match of the season , we played away at the Sydney Football Stadium against Sydney FC who paraded the talents of Del Piero and I scored for the Jets and won man of the match”, says Goodwin.
Goodwin’s exploits were heeded by Socceroo coach, Holger Osieck, and he received a call up for the national team in a match against Japan and also appeared in the East Asia Cup against China.
“It was a daunting experience to be selected for the Socceroos in my first season at the Jets but an amazing feeling sharing the limelight with Golden Generation players like Lucas Neil”.
“Ironically, I didn’t play for the Socceroos again until the 2016 match against England at the Stadium of Light”.
Adelaide beckoned Goodwin after two seasons at the Jets and the club agreed to the move reluctantly.
Goodwin spent two seasons back home before his agent arranged a move to Eridivisie outfit, Sparta Rotterdam.
“ It was a good move for me because Rotterdam is a football mad town”, says Goodwin.
“In the first season I was a regular starter and was awarded man of the match in the home game against Feyenoord”.
“Significantly, the last match of the season against Go Ahead Eagles was a must win for the club to survive relegation”.
“Playing off the bench I scored a goal and provided two assists which was hopefully a good omen for the following season”.
In that following season ,Goodwin did score a few goals but after a 7-0 loss to Feyenoord, the coach was sacked and replaced by Dick Advocaat who signed thirteen new players.
Unfortunately, Goodwin wasn’t in Advocaat’s plans but no club was prepared to pay Sparta a loan fee for his services.
“This affected my selection chances for the 2018 World Cup Finals , although I’d been in the squad for the qualifiers”.
After this unsavoury experience, Goodwin was happy to return to Adelaide for the 2018-2019 season and made a big contribution, scoring 10 goals in 29 matches.
News travels fast in the football world and before he knew it ,Goodwin’s agent arranged a lucrative move for the Socceroo to play in the Saudi League for Al- Wedha on loan where he played from 2020- 2022 before returning to Adelaide for the 2022-23 A-League season.
After winning the Johnny Warren Medal in the A-League for the 2022/23 season, Goodwin’s services were sought by his former Saudi Club, Al-Wedah.
It was a lucrative offer which Goodwin couldn’t refuse and despite some injury problems, he still scored 12 goals from 46 appearances.
“The Saudi League is really on the improve and when I rubbed shoulders with the likes of Cristiano Ronaldo, Steven Gerrard, Karim Benzema, and Jordan Henderson amongst others, I knew my time had arrived”.
“I was even able to swap shirts with Benzema and Henderson”.
Now he is back in Adelaide on a three year contract for probably his last club , Goodwin looks back with great pride in his achievements, despite so many roadblocks in his career.
“ I always believed you had to learn from setbacks because they would provide the inspiration to reach the next stage in the game”, says Goodwin.
“I look back with extreme pride, especially with my thirty appearances for the Socceroos”.
“It was touch and go whether I would ever play in the 2022 finals in Qatar as I didn’t touch a ball in preseason due to injury”.
“However, lots of painkillers for training and matches worked for me and the great relationship I had with Graham Arnold and the playing group were big factors in my revival”
“It was a memorable moment when I scored the opening goal in the first match against France, despite the 4-1 defeat”.
“In the second match against Tunisia, we knew we could win the battle and no inch was given to them”.
“In the final group match against Denmark I played in the first half, and from the bench in the second half, I’d never been so nervous until Matthew Leckie scored that magnificent winning breakaway goal”.
In the second round match against Argentina, it was stunning the way the Socceroos played to restrict Argentina to a 2-1 scoreline and many observers stated it was one of the greatest performances by a Socceroo team.
“The fact I came on as a second half substitute in the 58th minute was something I will cherish forever ,playing on the same pitch as Lionel Messi and Co.”
Craig Goodwin’s latest challenge is back in Adelaide where he prepares for the A-League season.
His loyalty in returning to Adelaide United has been beyond reproach over the years.
Significantly, Goodwin has received a number of lucrative offers, preferring to give his blood, sweat and tears for his home town and the fans who worship their star player.
“The three year contract will enable me to make a full contribution to the team”.
“There are several fresh faces who will strengthen the depth of the squad and I’m confident in our prospects”.
“Yet we’re not getting ahead of ourselves”.
“We need to be difficult to break down defensively while improving our counter press to put our opponents under considerable pressure”.
Also, if any of Adelaide United’s opponent this season underestimate the power and accuracy of Goodwin’s shooting boots, they do so at their own peril
More importantly , this season is critical for Craig Goodwin as he wants to lead the Adelaide squad to a high position in the A-League.
Foremost in his mind is the World Cup in North America next June and July.
Nothing in this world would give Goodwin any greater pleasure than Tony Popovic selecting him in his final squad for the Greatest Show on Earth.
“It would be a fitting finale to my international career and extreme justification for all the challenges I’ve experienced along the way”.
