“Welcome to Wrexham” Drives Traffic for Merchandise and Audience Interest

TV show launched on August 24 on FX Channel

Since promos and the launch of the TV show “Welcome to Wrexham”, which highlights the ups and downs of the Welsh football club Wrexham AFC, traffic to the club’s official merchandise site has spiked, while keyword searches show rising audience interest.

Traffic to Wrexham AFC merchandise site benefiting from the show “Welcome to Wrexham”

The TV  show “Welcome to Wrexham” is a documentary series on the FX channel highlighting the efforts of celebrities Ryan Reynolds and Ron McElhenney to revive the club after purchasing it in February 2021. The club participates in the National League, the fifth tier of English football. The club is otherwise notable only for being the third oldest football club in the world, founded in 1864. The show “Welcome to Wrexham” has been well received, with a 90% positive score on the site Rotten Tomatoes.

In September 2022, worldwide traffic to shop.wrexhamafc.co.uk reached 215k monthly visits – up 119% from the month before and up 3,728% from where it was in January. It’s clear that promotional advertisements in the lead up to the TV show drove increased merchandise sales.

Traffic to merch site spikes each day after a program airs

A look at daily visits over the past 28 days shows that traffic to the merchandise site has spiked each day after the airing of the program. Air dates for the show on the FX channel so far were 8/24, 8/31. 9/7, 9/14 and 9/21.  However, interest may be waning somewhat as each peak is progressively lower.

“Wrexham AFC” Keyword Search highlights growing interest

Similarweb keyword search data shows a huge spike in searches. Over the past month the phrase “Wrexham AFC” generated 70k searches, a phrase that was virtually nonexistent on the web a year earlier. Similarweb data shows where the majority of these searches end up, with the largest portion going to Wikipedia and the club’s own landing site.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.