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- ⚽️ The 190X ROI Marketing Campaign
⚽️ The 190X ROI Marketing Campaign
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🚀 This Week's Growth Hack:
⚽️ The 190X ROI Marketing Campaign-@MarketingMax
If you have been living under a rock, you might not know that two heavy-weight Hollywood actors bought a super-minor league soccer team in England, excuse me, football team in England, for $2.5m and are now selling a stake in it at a vluation of $475m. That’s a 190X ROI on their initial investment.
But Wrexham AFC’s story isn’t just about loading their roster up with better football players; it’s about how two marketing savy Hollywood actors turned a worn-out fifth-tier club into a global phenomenon in four years.
They played marketing like a chess game, not checkers. So this week, I’m gonna break down the top 4 strategic marketing plays they ran… and how you can mirror them on your own turf (see what I did there).
1. Storytelling via a Hollywood-Style Documentary
What Wrexham did: Ryan Reynolds & Rob McElhenney turned their takeover into a docuseries, Welcome to Wrexham, released on FX, Hulu, and Disney+. It wasn’t just a promo to sell more tickets, it was the start of their storytelling journey that turned local dramas into global watercooler moments.
💡 If you have been reading my content at all, you know that I believe storytelling is the foundation of marketing and these guys delivered a master class in that by knowing what their juciest story is. Most people would htink the juicy story is the product, aka the drama of each match the team plays and the player dynamics.
They know the juicier story was two Hollywood actors buying the team … and then their involvement all key decisions of owning the team. It gave them broad appeal… general Hollywood fans would love watching it for the A-list celebs aspect. Business people would love watching it to learn what’s actually like to own a sports team. Sports people would love watching it because it’s behind-the-scenes sports drama. All juciy!
How you can do:
Create a behind‑the‑scenes mini‑series or episodic content around your brand—show the wins, the bumps, the human stories.
Choose a format that ties into your vibe: a docu‑style YouTube series, IG Reels or TikToks stitched around weekly highlights, or even a staff‑voice podcast that brings in customers.
Let authenticity and narrative arcs do the talking… raw is better than polish, relatability beats slick every time.
2. Celebrity Injection, with Humour & Authenticity
What Wrexham did: They leveraged Reynolds’s and McElhenney’s celebrity… not as ads, but as lovable, self-aware messengers. From late-night TV appearances to playful promos, they humanized the club and made fandom feel inclusive.
How you can use it:
Tap someone from your world: an insider, a micro-influencer, a quirky partner… and let their personality shine, not just their name.
Don’t sell a joke. Make the audience feel like they’re in on the joke.
It’s not about big names, it’s about delivering messages with soul. If you can’t hire a celeb, use a real customer with a contagious personality instead.
3. Brand Partnerships That Tell a Story
What Wrexham did: Strategic sponsorships with TikTok, Expedia, Aviation Gin, United Airlines, Meta—each deal wasn’t a logo drop, but a narrative thread in the bigger Wrexham story.
How you can use it:
Pick sponsors or brand partners whose values or aesthetic actually mesh with yours, not just padding your logo wall.
Think of partnership activations as chapters in your brand story. Example: collaboration on an IG challenge, or a webinar that entertains with purpose.
Let your partnerships surface in creative ways, not just “Brand X is Proud Partner With Us For This Webinar” … but “Brand X and us both believe in this mission.”
4. Global Fanbase via Digital Inclusion & Community Content
What Wrexham did: They unlocked an international audience by featuring their story on Disney+, hooking U.S. viewers into Welsh football… and then rewarded them with merchandise, memberships, fan podcasts, and storytelling that kept them involved.
How you can use it:
Don’t just reach your local circle, think beyond it. If you sell software to ecommerce brands doing over $1m/yr in revenue… Maybe create a lite version of your software that startup brands could use and then partner with an influencer that creates content helping people start ecommerce brands.
Build community-driven channels: a weekly customer podcast, user‑submitted video stories, a hashtag that surfaces real voices.
Then, deliver value back: exclusive merch to your highest LTV customers, meet‑ups (virtual or real), shout‑outs… make fans feel seen and part of the journey.
TL;DR:
Create a short, narrative-driven series (1–3 mins each) around your brand journey, call it a mini-doc.
Amplify it through an authentic voice (could be you, a customer, a local hero), injecting personality over production value.
Wrap it in partnerships and community engagement: release it alongside partner content, invite fan voices, tie-in merch or exclusive access.
Wrexham didn’t just raise a football club—they raised a movement by blending storytelling, celebrity creativity, strategic partnerships, and global fan inclusion.
You don’t need a championship pitch or a Hollywood budget… just a clear narrative, an authentic voice, and a loop that brings your community in on the action.
What’s one angle you’re most excited to lean into this week?
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That’s it for this week!
Talk soon,
Marketing Max
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