How a Small Welsh Football Club Built a Global Fanbase Across Norway, Dubai and Iceland

What do football fans in Norway, Dubai and Iceland have to offer a club in north Wales? In the case of Wrexham, the answer is a global following that defies the norms of football fandom.

How did a club in between the Welsh mountains become meaningful to fans in places with no obvious geographical or cultural ties to the city? Club owners and actors Ryan Reynolds and Rob Mac (formerly McElhenney) may have been the spark for some, the Welcome to Wrexham documentary series the catalyst for others, but sustained fandom requires something far deeper.

With Reynolds born in Vancouver, Mac hailing from Philadelphia and the pair having a heavy Hollywood presence, you may expect there to be many Wrexham fans in the USA and Canada. But what about beyond that?

The Norwegian Reds are the biggest official Wrexham supporters' group, with 440 members. Steinar Pedersen is the founder, having discovered the club through his friend's son - a sports scientist with Wrexham. "Four years ago, when we were in non-league, Owen [Jackson] told me 'something big is going to happen - you have to start a Wrexham supporters' club in Norway'," Pedersen said.

Pedersen, a fan of Rosenborg in his home country, wanted to find out what all the fuss was about. After following the highs and lows of Wrexham's penultimate season in the National League - when they lost their play-off semi-final in extra time to miss out on promotion in 2022 - he had seen enough to want to start the Norwegian Reds.

"It started quite small, but after people watched the Welcome to Wrexham series, it just flew."

As for Dylan Owen, an expat originally from north Wales, Wrexham was all he'd ever known, having watched games at the Racecourse Ground since the early 1980s. So, when he moved to Dubai in the mid-90s, it was important that he carried Wrexham with him.

"Dubai being Dubai, we have a multitude of supporters for different clubs here," said the co-chairman of the Dubai Reds. "A few of us Wrexham fans ran into each other in a bar where we'd always watch football… we couldn't watch the non-league football on TV so we'd wait for the results to come through together."

A fellow expat, and co-chairman, Rhys Davies decided to arrange a meet-up for the Wrexham fans, and so the Dubai Reds were formed. The fans now meet at an Irish pub in the Middle East to watch every match.

So was it the Hollywood influence that caused the fan groups to take off? Or was it the documentary series? "It's the underdog story," explained Pedersen. "You want the small teams to succeed. It's a traditional club, and one of the oldest."

But it wasn't just the story that the Norwegian fans fell in love with. "We can relate to the Welsh people. When we are there, it's almost like meeting another Norwegian. That's why we enjoy it so much when we visit, because we're almost the same. Norway is a small country with lots of hard-working people - we see ourselves the same. They are so welcoming - their hospitality and friendliness. That's why I love the Welsh people."

Paul Jones is the chairman of the Wrexham Supporters Federation (WSF), who hold regular meetings for the official fan groups and, in turn, feed back any thoughts to the club. The WSF was formed in 2007, starting with UK-based groups such as London Reds and Manchester Reds.

"Nowadays we're international," Jones says proudly. "It's very surreal at times but I welcome it with open arms. It's gathered pace. Prior to Reynolds and McElhenney taking over the club the average American didn't even know what Wales was, never mind Wrexham - and that's totally changed."

There are 25 supporters' groups as part of the WSF - including the Bavarian Red Dragons, in Germany, and the Ukrainian Dragons. But, outside of the WSF, there are fan groups in Iceland, Thailand, Australia and more.

"The first time I visited Wrexham I fell in love with the people, first and foremost," explained Matthias Matthiasson, founder of the Wrexham Icelandic Supporters Club. "It's an amazing town with amazingly kind people, and the people make the club. I absolutely feel an emotional connection to the club and the people of Wrexham. Soccer is the most popular sport in Iceland and, just like in Wrexham, the teams are nothing without the supporters."

"I will always support Wrexham no matter what," says Pedersen, who's hoping to plan his first trip to Wembley should Phil Parkinson's side secure a Championship play-off spot this season. "Everybody's so happy with Rob and Ryan, and everything they have done for the club and for the city - they've brought hope."

In Dubai, Owen adds: "I can't think of a scenario where I wouldn't wake up and if Wrexham are playing, the first thing I do is check the results."

Back on home turf Jones, a Wrexham fan for six decades, hopes the growth of their fanbase continues regardless of the club's status: "The more the merrier - we're on an incredible journey and I think it's going to carry on beyond my years."