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Entain, a leading global gaming, sports betting, and entertainment company, recently released a report showcasing the positive impact of docuseries in the world of sports. The study highlights the case of Wrexham AFC, a professional association football club in Wales, and how a docuseries documenting its journey brought remarkable results in terms of fan engagement and new audience acquisition.
In 2020, Hollywood actors Ryan Reynolds and Rob McElhenney made headlines by taking over Wrexham AFC. A docuseries named “Welcome to Wrexham” chronicled the purchase and management of the famous soccer club. This behind-the-scenes peek into the world of Wrexham AFC contributed to the rise of what Entain calls the “Wrexham Effect,” a phenomenon that positively impacted fan engagement and expanded the club’s fan base.
Entain’s report indicates that the “Wrexham Effect” significantly influenced betting trends related to Wrexham AFC. In Entain Australia, the number of bets on Wrexham AFC soccer games rose by a staggering 781% between 2019 and 2022/23. Similarly, in the UK, the sportsbook observed a 59% increase in bets placed on the National League’s 2021/22 season compared to the 2017/18 season. The surge in popularity of non-league football, driven by the docuseries, surpassed the growth observed in higher leagues like League One, League Two, and the Championship League.
The impact of the docuseries extended beyond the UK and reached the US, where BetMGM witnessed an astounding 3818% increase in the number of bets placed on any Wrexham AFC soccer game from the 2020/21 season to the 2022/23 season. This tremendous growth in fan engagement demonstrates the effectiveness of docuseries in attracting a wider audience and fostering interest in non-traditional sports.
Dominic Grounsell, Entain’s CCO, noted the significant transformation in sports fandom and praised the power of docuseries in enhancing fan engagement. Entain actively monitors fan behavior and gathers feedback to create content that resonates with their interests. Grounsell cited Coral’s “Taking the Reins” documentary series as an example of their commitment to delivering exciting moments to fans beyond the field.
The “Wrexham Effect” serves as a testament to the potential of docuseries in revolutionizing fan engagement and attracting new sports enthusiasts. Entain’s report showcases the significant increase in betting activity and fan interest fueled by the behind-the-scenes coverage of Wrexham AFC. As docuseries continue to evolve as a powerful tool in sports promotion, companies like Entain are leveraging this trend to provide unique and captivating experiences to fans worldwide.