Digital Storytelling Is Transforming Global Football

Have you ever found yourself caring about a football club you’d never heard of? That’s exactly what happened to me with Wrexham AFC. 

Ryan Reynolds and Rob McElhenney took over a lower-tier Welsh team and, through a brilliantly produced documentary, turned it into an international sensation. Suddenly, fans from Kuwait to California tuned in, not because Wrexham was winning trophies, but because they had a story worth telling. Earlier this year, Wrexham’s story took another dramatic turn when they secured promotion to the English Championship for the 2024/25 season after finishing 2nd in League One. This milestone further validated the club’s Hollywood-backed revival and proved how narrative-driven engagement can pave the way for real on-pitch success.

Today’s sports landscape is changing at breakneck speed. The old formula of “win matches, gain fans, earn revenue” is morphing into something far more dynamic. Think “create engaging content, attract global audiences, generate revenue, and then win.” It is a revolution unfolding across the world, from Hollywood-backed underdogs to fast-rising leagues in the Middle East.

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Wrexham’s Underdog Story: A Modern Blueprint

Wrexham’s Stats at a Glance

• Revenue Growth: 2× in two years
• Social Following: From 50,000 to 2.4 million, with 1.5 million in Instagram.
• Super Bowl Exposure: 100+ million viewers from a single ad

For decades, Wrexham languished in the shadows of bigger clubs. That changed when two Hollywood stars recognized an opportunity to tell a heartfelt story about community, history, and hope. Suddenly, a tiny Welsh town captured hearts worldwide.

Why does it matter? Because it shows that a club without a Premier League title or million-dollar superstars can gain massive traction through authentic, emotive storytelling. It’s not about faking glitz and glamour; it’s about showcasing real passion and heritage.

The Saudi Pro League: More Than Just Big Names

When people talk about the Saudi Pro League, they usually point to superstar signings, Ronaldo, Benzema, Neymar. But there’s another layer to this story: a robust media strategy focused on turning these high-profile transfers into captivating content.

From exclusive behind-the-scenes videos of star players adjusting to life in Saudi Arabia, to short-form highlight reels optimized for TikTok, the league is combining traditional football excitement with a relentless focus on digital reach. Yes, the big-name transfers pull in viewers, but it’s the constant flow of content, player interviews, cultural explorations, personal narratives, that keeps fans engaged all year round.

In 2024, the Saudi league sustained its momentum by continuing to attract high-profile talent, with stars like Roberto Firmino, Aymeric Laporte, and Aleksandar Mitrović joining the ranks, further amplifying the global spotlight on Saudi football and reinforcing how strategic storytelling combined with marquee signings can accelerate a league’s international relevance.

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A Glimpse Beyond Football: WWE, F1, and the NBA

This isn’t just a football phenomenon. Other sports have proven that compelling stories can overshadow traditional broadcasts, and sometimes even surpass them in value. In 2023, WWE merged with the UFC under a new publicly traded entity called TKO, demonstrating how major sports-entertainment companies are converging to form even larger media powerhouses that blend audiences across different sporting interests.

• WWE & Netflix: WWE’s media empire recently secured deals reportedly worth up to $5 billion. Their matches are popular, but it’s the ongoing narratives, over-the-top characters, dramatic plot lines, that keep viewers hooked.

• Formula 1: The Netflix series Drive to Survive catapulted F1’s global popularity, converting casual viewers into devoted fans. The show’s behind-the-scenes, human-centric storytelling arguably did more for F1’s brand than any single race.

• NBA: Known for its star-driven narratives, the NBA excels at weaving real-life stories, like LeBron James’ journey from Akron to Los Angeles, into bite-sized, shareable content. Short videos, social media clips, and docuseries help sustain engagement long after the final buzzer. In addition, a standout storytelling documentary was Michael Jordan’s The Last Dance.

The lesson is universal: a well-produced story can resonate more powerfully than the game itself. Trophies and records matter, but emotional storytelling has the power to capture audiences who might not otherwise watch.

The Kuwaiti Angle: Untapped Potential, Untold Stories

Kuwait loves football. Yet many local matches suffer from two big issues: subpar TV coverage and outdated stadium facilities. Fans who show up often face lackluster amenities, while those at home struggle with low-quality broadcasts that don’t do the sport justice. It’s a one-two punch that keeps potential supporters away.

But what if Kuwaiti clubs took a page from Wrexham’s playbook? Imagine a high-quality documentary series spotlighting the incredible history of Al-Qadsia or Al-Arabi. 

Did you know Al-Qadsia once played Santos FC, with Pelé on the pitch? That’s a story bursting with heritage, emotion, and star power. These clubs have devout fans and deep roots; they just need to share that story with the world.

• Historical Moments: Revisiting legends like Pelé on Kuwaiti soil could captivate new generations of fans.
• Behind-the-Scenes Content: Profiling local talent, coaching staff, and fan traditions can build emotional connections that transcend win-loss records.
• Production Quality: Investing in solid cinematography, engaging storylines, and modern tech can turn overlooked teams into global talking points.

Over the past year, Kuwaiti football authorities have intensified efforts to modernize the game, highlighted by the construction of a new stadium for the 26th Gulf Cup (Khaleeji Zain) and renewed focus on broadcast rights. In 2025, pilot projects and tenders have begun to emerge, signaling a tangible shift toward professional-level production. If fully realized, these efforts could mark a pivotal step in aligning local football with the storytelling, media quality, and fan engagement standards set by leading global clubs.

Horse Racing: The Lost Opportunity in a Storied Sport

Horse racing has passionate followers, some driven by tradition, others by the thrill of betting. But beyond the gambling, the sport struggles to create year-round engagement. Most of the buzz peaks on race day, and then fizzles out.

Key Challenges

• Gambling as the Main Hook: While wagering is a 24/7 pastime for some, the storytelling around jockeys, trainers, and stables is often missing.
• Average TV and Digital Marketing: Outside a few marquee events, horse racing coverage feels repetitive. There’s little innovation or narrative depth to draw fans in long-term.

Since 2023, major racing events like the Kentucky Derby have expanded their use of drone footage, on-track cameras, and even rider-mounted tech to deliver dynamic new visual perspectives. By 2025, these innovations have evolved from experimental to integral, paving the way for more immersive storytelling around horses, jockeys, and trainers, and helping the sport engage a younger, digitally native audience.

What could change? Picture a docuseries that captures the fierce dedication of trainers waking up at dawn, the anxious moments before a major race, and the bond between horse and rider. That’s the sort of emotional, behind-the-scenes look that has turned casual onlookers into super-fans in other sports. Right now, it’s an untapped goldmine.

Short-Form Magic: Why TikTok and Reels Matter

While documentaries and long-form storytelling capture hearts, short-form clips on TikTok, Instagram Reels, and YouTube Shorts deliver instant engagement. Clubs like Arsenal and Real Madrid post quick highlights, comedic pranks, or personal player moments to draw millions of views.

• Arsenal’s 15% Engagement Rate on TikTok is one of the highest among football clubs.
• Inter Miami gained over 1,000% more followers when Lionel Messi joined, thanks partly to viral short-form videos of his training sessions and off-pitch glimpses.

Soon after Messi’s arrival, Inter Miami won the 2023 Leagues Cup, its first-ever trophy, and the momentum has continued into 2024 and 2025, with the club becoming a consistent headline-maker in global football media. Apple TV+ also reported a sustained surge in MLS Season Pass subscriptions following Messi’s debut, further proving that a superstar signing can transform both digital engagement and on-field performance in record time.

Short clips keep fans engaged on a daily basis, fueling the hype between matches and cementing loyalty. It’s the perfect complement to in-depth documentaries, creating a 360-degree engagement strategy.

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Looking Ahead: Four Predictions for the Next Five Years

1. Multi-Sport Media Empires
   
   • Expect more clubs and leagues to behave like full-fledged media companies. Constant content output, spanning docuseries, podcasts, live streams, will become the norm, not the exception.
2. Year-Round Fan Communities
   
   • Supporters want more than match tickets; they crave exclusive online hubs, behind-the-scenes access, and personal interactions with players. A continuous flow of updates keeps fans glued even during off-seasons.
3. Evolution of Broadcast Standards
   
   • As more sports realize the value of high-quality production, expect a push to elevate broadcasting, even at local levels. Modern graphics, top-notch commentary, and documentary segments could become standard fare in places like Kuwait.
4. Cross-Sport Collaborations
   
   • We might see horse racing team up with football clubs for joint promos or storytelling ventures. The aim? Tapping into each other’s fan bases to create broader, more diverse sports narratives.

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Contact Ali Bahbahani and Partners for tailored strategies. For anyone seeking to transform their sports brand into a global phenomenon, be it through immersive documentaries, short-form social content, or behind-the-scenes exclusives, reach out to discuss how to craft compelling storytelling that captures hearts and drives revenue.

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