Entain has released figures on sports betting trends, with both UK and international punters, following Wrexham AFC’s rise in fame.
In November 2020, when Ryan Reynolds and Rob McElhenney became the new owners of Wrexham AFC, Entain reported an increase in bets of 59% in the National Leagues’s 2021/22 season, when compared to the 2017/18 season.
By comparison, the Championship saw an increase of 15% during the same time, League One had a 32% increase and finally League Two reported a 24% increase.
It wasn’t only Wrexham AFC that saw a new amount of support though, its long-term rivals Notts County FC would receive 89% more bets from the public.
This was after the docuseries, Welcome to Wrexham, was released on 24 August, 2022.
Welcome to Wrexham told the story of Ryan Reynolds and Rob McElhenney as they went about becoming the owners of the team, focusing on their attempts to revive the team and the surrounding community.
Dominic Grounsell, Entain CCO, said: “We’ve seen a huge step change in the way fans engage with their favourite sports, and behind-the-scenes access in sporting docuseries has only heightened this further
Following its release, this series went on to win two Critics’ Choice Television Awards and was nominated for six Primetime Emmy Awards.
So perhaps it’s no surprise that Entain has called this increase in sports betting the “Wrexham Effect.”
After all, even on the other side of the world in Australia, Entain reported a 781% increase in bets placed on Wrexham AFC games, from 2019/20 to 2022/23.
Similarly, BetMGM in the US confirmed that it saw a 3818% growth in bets on Wrexham AFC games, from the 2021/22 to 2022/23 reason.
Dominic Grounsell, Entain CCO, said: “We’ve seen a huge step change in the way fans engage with their favourite sports, and behind-the-scenes access in sporting docuseries has only heightened this further.
“They highlight the importance of finding new and innovative ways for fans to interact with sports and support their favourite teams, but also attract new fans to the sport – and they want to extend their entertainment by backing a team with a bet.”
This isn’t the only time a popular figure has boosted betting figures, as seen with the Frankie Factor at the Royal Ascot this year.
In our July/August edition of Gambling Insider magazine, we also looked at the ‘Wrexham effect,’ but in a slightly different format.
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