by Clyde1998 »
12 Apr 2024 10:01
tmesis Lower West rabidbee But why wouldn't you just go to Stockport or Tranmere?
Not Welsh teams. Wrexham has a large catchment area.
Wrexham itself is a small town though, and there isn't that large a population who don't have loyalties to bigger clubs.
Wrexham's highest average ever is 11600, and their crowds do seem to drop like a stone when the glory days tail off.
I would expect them to do challenge in League One next year, but buying their way out of the Championship will be much harder. Will the bandwagon jumpers stick around if they are mid-table? Will interest from TV viewers stay high without there being any drama?
I fully expect to hit a wall in League One, but agree they could challenge in League One next season (for the play-offs).
Interestingly*, they made a £5m loss in 2022-23 (National League), with turnover of £10m (so a loss of 50% of turnover). Their revenue sources will be an issue going forward. A breakdown of their turnover was:
by class of business- Matchday Admissions - £2.84m (£2.40m in 2021-22)
- Matchday Commercial - £284k (£254k)
- Football - £1.31m (£531k)
- Retail - £3.43m (£1.30m)
- Sponsorship and Advertising - £1.88m (£1.05m)
- Stadium Hire and Catering - £702k (£429k)
- Other - £24k (£7k)
by geography- United Kingdom - £7.84m (£5.30m)
- Europe - £55k (£14k)
- Rest of World - £2.58m (£657k)
All matchday, football and stadium related turnover will be in the UK. Retail and sponsorship revenue will be the only things that could be a source of revenue outside the UK.
That £2.64m non-UK revenue figure (Europe + Rest of World) implies around 50% of their retail and sponsorship sales come from outside the UK. It's likely that most sponsorship deals will be counted under the UK (as the primary sponsors will be kit and stadium). If all sponsorship is categorised as UK, then around 75% of their retail revenue is international.
As you ask, how long will those people realistically stick around for? This feels like a fad that will fade out, especially as there's only so much merchandising people can buy. They may sell a large amount of shirts initially, but a sizable percentage won't be buying a new one each season. Unless they get to the Premier League, it feels like the peak of their retail sales (perhaps this season will top it, certainly not next).
Additionally, international followers will struggle to maintain interest, as they won't have built up loyalty to the club that people who regularly go to matches (or have in the past) and/or live in the local area will have. A lot of them will lose interest naturally over time, as there'll be little to hold them - especially if they become a mid-table League One club with little for Netflix(?) to make documentaries about (as you've mentioned). For international followers it's merely a TV show, not a football club - people will be interested when it's entertaining, but will stop watching once it starts getting repetitive and move on to the next thing.
A decline in retail sales will be offset by increased broadcasting revenue, but suggests they won't significantly increase their revenue this season or in League One to allow them to have a playing budget beyond typical League One clubs which they had in the National League.