Football as a Catalyst for Economic Growth in Welsh Towns and Cities

Everywhere I travel across Wales right now, I see progress. New pitches are being laid, fresh facilities are being built, and innovation is reshaping our football landscape. It’s inspiring, but it’s also a reminder of football’s wider potential to drive not only sporting success, but economic development and community regeneration.

The story of Wrexham under Ryan Reynolds and Rob McElhenney has become world-famous. Their investment has not only lifted a football club but also transformed the economic outlook of an entire city and region. Hotels, restaurants, local shops, and the creative sector have all benefited from the global attention and energy generated by Wrexham AFC.

That model, football as the heartbeat of place-based economic growth, is one that Wales can replicate in many other towns and cities.

We already have an incredible asset in the Cymru Premier Division, part of the Adran Premier League structure, which gives Welsh clubs access to European football. That is something most clubs in the English lower leagues can only dream of. If you buy a club like Gillingham or Preston, the chance of European football is close to zero. But in Wales, the pathway is real and immediate. That makes our clubs an attractive proposition for the right type of investor, people who want to build something sustainable and impactful.

And we are in the right place at the right time. We are next door to the Premier League, the biggest and most powerful football competition in the world. Wales benefits from that proximity, and yet we are still at a stage where investment in our clubs is relatively low risk compared to the spiralling valuations in England.

Globally, there is a surge in appetite, particularly from the American market, for equity in football and other sports models. Investors are looking for places where their capital can not only grow but also make a difference. Wales can and should be that place.

The task ahead for the FAW is to show what’s possible – the art of the possible. We want potential investors to see the opportunity of putting their backing into clubs like Aberystwyth, Penybont or Bala, just as Ryan and Rob have done so spectacularly in Wrexham. On a smaller but equally meaningful scale, we could see communities revitalised, jobs created, supply chains strengthened, and towns re-energised through football.

That’s why I believe government should look closely at this model too. Football, working in partnership with business and with public support, can be a central piece of the jigsaw in regional economic development. Sport is not just a source of entertainment, it is an engine of growth, community pride, and international visibility.

The momentum is with us. Now is the moment to harness it.

Noel talks about this and more in the Business News Wales Sport Business episode Exploring the Economic Power of Sport in Wales. Listen to the podcast here.