"It is only a success, if everyone wins."

The small Welsh football club Wrexham AFC has become a global media phenomenon through fan engagement and community spirit since the club was acquired by Rob McElhenney and Ryan Reynolds in 2021 and entered popular culture through the Netflix series Welcome to Wrexham.

There is no doubt that Wrexham has evolved into a global media house with strong channels, distribution, influencers, and its own data capabilities - topics we also gained insight into. But the club’s social impact and commitment to change extend far beyond popular culture in the small mining town. It has become a powerful example of how passion for football can create positive effects across society in ways we do not often see. This happens through diversity and education programmes, social initiatives, holistic thinking around urban development, new funding opportunities, and mobilisation around shared values.

In this keynote, we learned from the world of sport. We explored how sport and culture can mobilize and channel community engagement, the role of ambassadors, the use of impact frameworks, and how authentic storytelling can strengthen audience development and create lasting impact.

About Wrexham AFC

Keynote speaker Jamie Edwards leads the Wrexham AFC Foundation, which works across initiatives in the local community of the small Welsh town of Wrexham. Grounded in local needs and driven by partnerships with schools, local authorities, funding bodies, and volunteers, Wrexham demonstrates how a football club can serve as an engine for social cohesion, learning, and pathways to long-term growth, shared dialogue, and greater tolerance.

Download the presentation here: