From Silver Screen to Sideline: How Owning a Football Club Became the Ultimate Power Move
How the Wrexham FC fairytale is inspiring a new wave of football club ownership — and why owning a lower-league team is more attainable, and complex, than it seems.
With clubs available for as little as a few million pounds, football ownership is no longer just for billionaires. Inspired by the Hollywood success of Ryan Reynolds and Wrexham FC, investors around the world are turning passion into profit, community into capital, and underdogs into global icons.
A New Era of Football Ownership
Once the playground of oligarchs, oil barons, and royal families, football club ownership has taken an unexpected turn — thanks in part to Hollywood. In 2021, actors Ryan Reynolds and Rob McElhenney made headlines with their £2 million (Dh9.7 million) purchase of Wrexham FC, a modest club in North Wales. Fast forward a few years, and Wrexham’s meteoric rise — both on the pitch and in the public eye — has sparked a revolution. Today, the dream of owning a football club is more attainable than ever, and a growing number of investors are seizing the opportunity.
“There are many clubs across the lower leagues of England and Europe available for as little as a few million pounds,” notes Les Reed, founder of Reed Consulting and a board advisor to Wrexham FC. “Football ownership is no longer just a fantasy — it’s a viable business strategy.”
Why Buy a Football Club?
Motivations vary. “There’s a lot of misunderstanding around why people invest in football,” says Reed. “Some do it for fun, ego, profile, or asset diversification. But I’ve never met an investor who didn’t want ROI in some form.”
Charlie Methven, former executive director of Sunderland FC, puts it more bluntly: “Buyers often bring self-confidence from other industries but no background in football. They need to partner with someone who has lived the journey — to evaluate the market, do proper due diligence, and avoid costly mistakes.”
Jordan Gardner, consultant at Twenty First Group and former CEO of Danish club Helsingør, agrees. “Even stable clubs may quietly be for sale, and at least 75% of them would entertain investment or full sale conversations,” he explains.
Where to Hunt: England’s Lower Leagues
England’s football ecosystem is fertile ground. With over 90 professional clubs across four divisions, opportunities abound. While giants like Manchester United are worth billions, smaller clubs like Cheltenham Town are valued at just over £3 million — a fraction of the price but brimming with potential.
“There are always clubs for sale,” says Gardner. “Some owners wait for the right offer. Others are forced to sell due to relegation or financial strain.”
Due Diligence: More Than a Game
Simon Leslie, chairman of Eastbourne Borough FC, advises: “Start with the basics. What’s coming in, what’s going out, and what’s being wasted. Can you grow sponsorship? Can you increase matchday revenue? Have they sold players for profit before?”
Revenue analysis includes matchday sales (tickets, food, beverages), commercial deals, media rights, and increasingly, player trading. Les Reed also urges investors to consider non-matchday income: “Stadiums are underutilised. Events, concerts, and conferences can drive growth.”
But, experts warn: a football club is not a regular business. “Your revenues are unpredictable and dependent on sporting outcomes,” adds Gardner. “You must assess liabilities, fixed costs, and both tangible and intangible assets like stadiums and player contracts.”
Even the best strategy can falter in football’s unpredictable world. “A red card, a missed penalty, or a poor refereeing call can derail everything,” Reed adds.
Avoiding Rookie Mistakes
Professor Rob Wilson from the University Campus of Football Business stresses emotional discipline: “Many investors think in business terms or chase glory with flashy signings. Others overestimate how quickly success can be bought. Sustainable growth takes time and infrastructure.”
Leslie echoes this caution: “Don’t fall in love with the badge until you’ve opened the books. Football isn’t just business — it’s a tribe, a community, and sometimes, a therapy session.”
Making Money in Football
The reality? Only about 10% of football clubs turn a profit. But, says Gardner, that doesn’t mean they’re failures: “Many clubs aren’t aiming for profitability. The focus is long-term value, branding, or player development.”
The most profitable clubs keep wage bills in check and excel at developing and selling players. “Wrexham’s story is unique,” Gardner notes. “Their global media appeal, driven by the Emmy-winning Welcome to Wrexham series, is nearly impossible to replicate.”
The Wrexham Effect
Since the Hollywood takeover, Wrexham has achieved three successive promotions, grown its valuation by over 50 times, and gained a worldwide fanbase. “Wrexham showcases the power of community engagement,” says Gardner. “It builds loyalty, boosts revenue, and attracts sponsors.”
This grassroots loyalty isn’t just sentimental — it’s a competitive advantage. “Fans are your unpaid marketing team, your brand ambassadors, your frontline support,” says Reed.
Sponsorship in the Digital Age
Sponsorship remains a key revenue stream, from shirt logos to pitchside billboards. But expectations have evolved. “Brands want more than a logo. They want access, stories, and clicks,” says Leslie. “We built a digital platform with over 365,000 engaged followers. Think of your club as a 365-day-a-year brand.”
Recent deals show the shifting landscape. While Wrexham moved from local firm Ifor Williams Trailers to TikTok and now United Airlines, Chelsea recently signed a short-term shirt deal with DAMAC. According to Elliot Stroud, CEO of Network.fc, clubs must keep up: “You need digital storytelling, analytics, and global engagement to attract sponsors today.”
Case Studies in Success
The Wrexham fairytale is not alone. Brighton, Brentford, Plymouth Argyle, Leyton Orient, Stockport County, and Luton Town have all rebuilt from the bottom up. Even Leeds United, now back in the Premier League, has attracted celebrity investors like Michael Phelps, Russell Crowe, and Will Ferrell.
Methven, now MD of Mount Pleasant FA in Jamaica, recalls his turnaround at Sunderland: “The club was £160 million in debt and losing £27 million per year. Four years later, it was debt-free, break-even, and promoted — then sold at a significant profit.”
Final Whistle: Is Football Ownership for You?
If you think owning a football club is about champagne in the director’s box and signing superstars — think again. It’s volatile, emotional, and complex. But for the right investor with passion, patience, and a plan, it can also be immensely rewarding.
As Reynolds and McElhenney have shown, the beautiful game isn’t just about goals. It’s about vision, value, and the ability to turn a small-town team into a global story. So, whether you’re a CEO, a media mogul, or just a football romantic — the sideline might just be your next power move.
