How TikTok clubs like Wrexham and Venezia are rewriting football marketing

Once upon a time, football clubs built their brands on trophies, big-name signings, and old-school loyalty. Today, that power has shifted.

Now it’s about who can tell the best story, and who can make it go viral.

In this new age of attention, clubs like Wrexham and Venezia have mastered the art of TikTok football marketing, turning social media storytelling into global fandom.

Wrexham: Hollywood meets the lower leagues of the English pyramid

When Ryan Reynolds and Rob McElhenney bought Wrexham AFC, they didn’t just save a struggling Welsh club.

They created a cultural phenomenon.

Through the Welcome to Wrexham documentary and a near-perfect TikTok presence, they gave fans something the Premier League giants rarely do anymore: authentic emotion.

Every clip, from post-match tears to pub celebrations, feels human, funny, and raw.

It’s not about match highlights; it’s about people. Wrexham’s story became a real-life underdog fairytale, and TikTok was the megaphone that carried it across the world.

The result? Initially, a fifth-tier club with millions of followers, global merchandise sales, and a brand more recognizable than many other Championship sides.

But it’s also remarkable how that off-the-pitch success has translated to on-pitch performances. Wrexham currently sit in the Championship after back-to-back-to-back promotions.

Venezia FC: football as high fashion

While Wrexham sold authenticity, Venezia sold aesthetics. Their marketing doesn’t scream “football club”, it’s built more like an art brand.

On TikTok and Instagram, Venezia’s content looks like a fashion campaign: cinematic shots of canals, models in kits, and moody music straight from an indie film.

Their jersey drops trend globally not because of star players, but because they made football shirts feel like luxury fashion pieces.

Venezia understood something most clubs still don’t: culture travels faster than sport. By blending Venice’s visual beauty with sleek storytelling, they built a following that extends far beyond Italy.

Much like Wrexham, Venezia also got back in the Serie A, earning two promotions from Serie B in the last five seasons.

The TikTok formula – relatable, shareable and emotional

Clubs on TikTok aren’t selling results, they’re selling feelings. The winning formula mixes three elements: relatability, shareability, and emotion.

Fans want behind-the-scenes access, dressing-room banter, and unscripted moments that make them feel part of the story. Clubs that embrace short-form storytelling can now compete with giants for global reach, even without the trophies.

This basically reflects the change football has been going through, due to shortform content. And it’s becoming more and more important for every club to catch up. Or risk getting left behind.

Be it through clever social media posts, or a complete identity based on TikTok trends, every club has to bring an online presence.

It’s a shift from broadcasting to belonging. And in that shift, Wrexham and Venezia are paving the way.

Conclusion: Future of football is as much online as it is on the pitch

The success of these so-called “TikTok clubs” shows that digital identity now matters as much as football identity. Clubs that understand culture, creativity, and community can win online, even if they’re mid-table on the pitch.

That’s because the next generation of fans doesn’t just watch football. They follow stories.
And those who tell the best ones will rule the new game.