Non-League's Digital Opportunity
You’ve seen the headlines and probably, like me, watched some of the magic unfold on Disney+. Wrexham AFC. The Hollywood takeover, the docu-series, the promotions – it’s a fairy tale, right? And while the likes of Ryan Reynolds and Rob McElhenney bringing their marketing muscle (and a reported £15 million in loans repaid from the club) has been transformative, seeing Wrexham's annual turnover soar to £26.7 million (a 155% surge since 2023) and sponsorship revenue jump from £1.9 million to £13.2 million is enough to make anyone’s ears prick up.
But here’s the thing: Wrexham is the outlier, the unicorn. What about the hundreds, if not thousands, of non-league football teams across the UK that don't have Hollywood on the other end of the phone? Is there still a genuine, marketable opportunity for them in this increasingly digital world? My answer is a YES. And it doesn’t require a multi-million-pound investment. It requires understanding the product, the audience, and leveraging the digital tools at their disposal creatively.
The Undeniable Appeal of Non-League Football
Before we dive into the playbook, let's remember the core product. Non-league football is authentic, relatable, and deeply rooted in community. It's the antithesis of the highly polished, Premier League experience. It’s where fans can literally stand shoulder-to-shoulder with players, where the passion is raw, and where the local carpet shop sponsor the kit (Steve Bracknell reference there).
This "human element" is precisely what the current consumer thrives on. As I discussed recently in "The Sport Creator Economy" people crave real connections. And non-league football, by its very nature, offers this. It’s not just about 90 minutes of football; it’s about local pride, shared experiences, and unvarnished drama.
Fan-Owned Clubs: The Ultimate Authentic Brand
Many non-league clubs already possess a truly unique marketable asset: fan ownership. Clubs like AFC Wimbledon and FC United of Manchester were born out of a desire for authentic, community-driven football, after established clubs were relocated or faced financial mismanagement. AFC Wimbledon, for example, famously rose from the ninth tier to League One, purely driven by fan power. This model inherently builds unparalleled loyalty and engagement.
The Power of Collective Ownership: Fan-owned clubs have a built-in narrative of resilience, community spirit, and democratic values. This resonates deeply with modern consumers who increasingly value transparency and authenticity from brands. It's the ultimate "our club" story.
Case in Point: FC United of Manchester: Formed by Manchester United supporters in 2005, FC United of Manchester has consistently maintained strong attendances, even in non-league. Their fans are not just spectators; they are owners and active participants. This model fosters a passionate, vocal, and truly engaged fanbase ready to be marshaled for digital initiatives. FC United is reportedly the third-largest fan-owned football club in the UK by number of members, showcasing the scale of this model.
The Creator Takeover: New Blood, New Eyes
Beyond traditional fan ownership, we’re now seeing an exciting evolution: digital content creators directly acquiring or taking leadership roles in non-league clubs. This brings not just passion, but an inherent understanding of digital storytelling and audience engagement.
Daisy Hill FC & Aaron Hunt: A prime example of this emerging trend is Daisy Hill FC in the North West Counties League Division One North. In February 2025, social media personality and content creator Aaron Hunt was announced as the club's new chairman. Hunt, with over 400,000 followers on TikTok (@aaronhunt282) and 100,000 on Instagram (@aaronhuntt28), is actively documenting his journey of taking over and developing the club across his established channels.
The Impact: This move instantly brought Daisy Hill FC unprecedented exposure. Hunt's content, which includes vlogging the entire process, behind-the-scenes glimpses, and engaging with fans, leverages his existing, highly engaged audience. His initial GoFundMe campaign for pitch maintenance rapidly hit its £2,500 target, demonstrating immediate financial leverage from his digital influence. The club expects significant boosts in match attendance due to his online promotion, highlighting how a creator's existing digital community can directly translate into real-world engagement and revenue. This isn't just marketing; it's active participation that builds genuine connection.
The Digital Playbook for Non-League Clubs
While Wrexham's journey is unique, the underlying principles of their digital success, combined with the organic appeal of fan-owned clubs and the new wave of creator leadership, offer a clear roadmap for any non-league team. It’s about being resourceful, relatable, and digitally native.
Storytelling as a Core Strategy (Wrexham's Scalable Element): Every non-league club is rich with compelling narratives. The tireless volunteers who arrive at 6 AM to prepare the pitch, the loyal supporter who hasn't missed a game in decades, the local youth player making their debut, the team's battle against the elements or financial adversity – these are human stories.
Social Media as Your Primary Fan Hub: This is where you build your community beyond the turnstiles.
Data Point: Harborough Town gained international interest, with Spanish fans traveling to watch them, purely from their story being shared on a football YouTube channel, proving the global reach of even local narratives online.
Community-Powered Content Creation: Your biggest asset is your fanbase.
Opportunity: Proactively reach out to local content creators, photographers, or videographers. They often need portfolio work and can provide high-quality content at low or no cost, driven by their love for the local game.
Embracing Streaming & Digital Ticketing (Revenue Generators): These are direct revenue streams that can be implemented on a budget.
Actionable:
Match Streaming: For minimal cost, set up a single camera with basic commentary (volunteers!) and stream matches via YouTube Live or even Facebook Live. Offer it free initially to build audience, then consider a small per-game fee or a seasonal digital pass. A 2023 study found that 61% to 79% of football fans were interested in club-specific streaming services, indicating a strong latent demand.
Online Ticketing: Platforms like Fanbase or Eventbrite make it easy for fans to buy tickets and season passes online. This simplifies operations, reduces cash handling, and provides valuable data on your audience.
Digital Programmes/Memberships: Create downloadable matchday programmes with exclusive player interviews or club history. Introduce tiered online memberships that offer unique benefits (e.g., Q&As with the manager, exclusive content, voting rights for fan-owned clubs).
Data Point: Even "a couple of hundred pounds extra a month" from digital initiatives like virtual competitions or digital programmes can be "the difference between breaking even or accruing debts" for non-league clubs, as highlighted by The Non-League Football Paper.
Leveraging the "Local" Angle for Commercial Partnerships: Non-league clubs are community hubs. This translates directly into highly targeted commercial opportunities.
Actionable:
Affiliate Marketing: Partner with local shops or restaurants to offer discounts to season ticket holders or digital members, creating mutual benefit.
Community Events Amplified Digitally: Promote charity matches, youth academy events, or even pub quizzes that feature players. Use your digital channels to drive attendance and engagement, increasing local footfall for partners.
Data Point: The Grassroot Media Pack emphasizes that digital screens in grassroots clubs lead to 87% brand recall in some campaigns, showcasing genuine brand engagement for local advertisers.
The challenge for non-league clubs isn't a lack of stories or passion; it's often a perceived lack of resources and digital expertise. This is where resourcefulness, collaboration, and a deep understanding of your unique product comes in. Fan-owned clubs have a built-in authenticity that money can't buy, and the rise of creators directly engaging with these clubs provides a blueprint for leveraging existing digital audiences. The opportunity for non-league clubs to grow their audience, diversify revenue streams, and solidify their place at the heart of their communities in 2025 and beyond, without needing a Hollywood budget, is immense. It's time for the non-league game to truly embrace its digital destiny.
