Wrexham can complete one of the greatest rises through football’s pyramid by reaching the Premier League, according to their chief executive Michael Williamson.
It may not happen next season – as they settle into life in the Championship – but on the day the club start their pre-season tour of Australia, the club’s top official is happy to make bold predictions.
“I have no doubt we can arrive at Premier League at some point,” Williamson has told ESPN in Melbourne, where the club play Melbourne Victory on Friday morning.
“But what I want to make sure is that we're future proofing, so that when we arrive there, we're able to stay there, and that we don't just come falling crashing back down, like you've seen other clubs do."
As the club prepares for their first Championship campaign following a third consecutive promotion — a feat no other side in England’s top five tiers has achieved — Williamson is clear the club’s global vision is key to its sustainability at the highest level.
Wrexham’s tour to Australia and New Zealand is part of a broader plan to expand the brand well beyond their Welsh roots.
“Over 50% of our revenues are from international sources,” Williamson noted.
“So having these types of pre-seasons but ultimately, just being able to connect and engage with our fans through global distribution of merchandising, being available for our matches on streaming and linear channels worldwide… all of that drives that continued growth and sustainability, because that's really what this is about.”
Wrexham Chief Exective Michael Williamson (left) and Birmingham City owner Tom Wagner.
The backing of Hollywood stars Rob McElhenney and Ryan Reynolds — who took over in 2021 when Wrexham were a National League club — has transformed the club into a slick marketing phenomenon.
The hit documentary Welcome to Wrexham has introduced millions worldwide to the Dragons’ journey, giving the club an advantage few Championship sides can match in terms of reach and engagement.
“Future proofing is how we make sure as a club that we stay connected to that global fan base,” Williamson added.
“That we're telling stories and sharing content that is relevant to them and engaging to them and still connects with them.”
The club's current pre-season tour, which includes matches against A-League sides Victory, Sydney FC, and Wellington Phoenix, is helping to strengthen that international connection.
Friday’s clash at Melbourne’s Marvel Stadium will mark the beginning of a high-profile campaign that concludes with a Championship opener against Southampton on August 9.
“Going from League Two to League One, I commented, ‘Listen, this is League One, it's really f***ing difficult,’” Williamson said.
“Now, I'm saying again to the board and to Rob and Ryan, going from League One to the Championship is a huge step forward.
League Two to League One was a big step. This is a very large step, a giant step."
Wrexham are now entering a division where several clubs benefit from massive financial parachute payments following relegation from the Premier League.
But while Wrexham's average crowd of 12,757 last season would rank near the bottom of the Championship, Williamson believes the club’s ability to grow its international audience sets it apart.
“That's why these tours are critical,” he explained.
“Because we need to make sure that the brand is the club, and not just Rob and Ryan and the documentary.
“I think you're seeing that happen and that's what's been really exciting — to see that grow, as well as the success on the pitch.”
Wrexham’s efforts off the pitch are being matched by more moves in the transfer market.
After re-signing Welsh international Danny Ward, theDragons have bolstered their squad with the addition of proven Championship striker Ryan Hardie, joining a core that includes captain James McClean, Jay Rodriguez, Arthur Okonkwo and Ollie Rathbone.
Having previously held executive roles with Italian giants Inter Milan, Williamson understands the value of international exposure — and the opportunities it presents for Wrexham as the club’s profile continues to soar in Asia.
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“One of the things that will evolve is that as the documentary enters into some of those marketplaces, whether it's China, Southeast Asia, Indonesia, that obviously will allow us to not just have a football presence, but also to have that brand presence of the storytelling of the documentary,” he said.
“And certainly, as that goes into those markets, then that's something we'll continue to explore.
“Where can we find opportunities to grow the brand, in Southeast Asia and Asia in general?”
When the Championship season starts in a month’s time, few clubs will have as much scrutiny on their progress as Wrexham.
