The The Disneyization of Football: Sports Journalism and Public Perception of Club Ownership through Welcome to Wrexham

DOI: https://doi.org/10.5209/esmp.102355
Keywords: Disneyfication, sports journalism, storytelling, celebrities, football

Abstract

Football has evolved beyond its athletic dimension to become a global cultural and media phenomenon. The concept of Disneyization, when applied to football, refers to its transformation into a spectacle designed for mass consumption, structured through emotionally charged and inspirational narratives. This article analyses the role of sports journalism in the Disneyization of Wrexham AFC, focusing on how journalistic narratives have presented the club’s acquisition by actors Ryan Reynolds and Rob McElhenney as a success story grounded in entertainment logic. Using a mixed-methods approach—combining a survey with three focus groups—the study examines how audiences perceive and evaluate the media narratives that contribute to the club’s spectacularisation and the legitimisation of celebrity-led ownership models. Findings reveal that Wrexham’s global image is largely constructed through affective storytelling promoted by journalism and streaming platforms, particularly the docuseries Welcome to Wrexham. While celebrity ownership is associated with narratives of authenticity and emotional involvement, state-backed models are more frequently linked to controversy and soft power strategies. This research highlights the narrative asymmetries that shape public perceptions of club ownership. It argues that sports journalism no longer acts merely as a transmitter of information but operates as a discursive agent producing cultural legitimacy. The case of Wrexham illustrates how football’s reconfiguration as transmedia entertainment reflects broader dynamics of commodification, narrative economy, and symbolic value. 

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Author Biographies

Irene García Medina, Universidad Nebrija
She holds a Bachelor's degree in Journalism from the Complutense University of Madrid (Spain) and a PhD in Marketing from Sophia Antipolis University (France) and in International Relations from the University of Vienna (Austria). As a lecturer, Irene has previously taught communication courses at the undergraduate and postgraduate levels at Glasgow Caledonian University (United Kingdom), the University of Madeira (Portugal), the University of Vic, and Pompeu Fabra University (Spain). Professionally, Irene has held various positions, including Marketing Director at the French company VTDIM, as a consultant for the Portuguese Chamber of Commerce, and as Head of Communication and Promotion at CORDIS (European Commission, DGXIII, Luxembourg). Her research interests lie in communication, journalism and digital marketing.
Sergio Rodríguez-Blanco, Universidad Nebrija
He holds a Bachelor's degree in Journalism from the Complutense University of Madrid (Spain) and a PhD in Art History from the National Autonomous University of Mexico (UNAM), including a doctoral research stay at New York University (NYU). He has held a María Zambrano postdoctoral fellowship at the Complutense University of Madrid. He has taught journalism, documentary practices, and visual culture at the Complutense University of Madrid, UNAM, Universidad Iberoamericana (Mexico), and Universidad Nebrija. He was awarded the King of Spain International Journalism Prize and the Alfonso Caso Medal by UNAM. As a journalist and editor, he has contributed to various media outlets in Spain and Latin America. His research focuses on critical communication studies, the politics of representation, and the logics of visibility in contemporary culture.
Antonio Vaquerizo-Mariscal, Universidad Nebrija
Bachelor’s degree and Doctorate in Information Sciences from the Complutense University of Madrid. Director of the Master’s in Journalism and Sports Broadcasting at Nebrija University. Lecturer for undergraduate and postgraduate courses at the same university. A journalist with over 30 years of experience, he has developed his professional career in media outlets such as Antena 3 Television, Telemadrid, and Movistar+. Additionally, in his research trajectory, he has published articles in leading academic journals, written book chapters for prestigious publishers, and delivered presentations at renowned national and international conferences.
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Published
2025-11-25
How to Cite
García Medina I., Rodríguez-Blanco S. y Vaquerizo-Mariscal A. (2025). The The Disneyization of Football: Sports Journalism and Public Perception of Club Ownership through Welcome to Wrexham. Estudios sobre el Mensaje Periodístico, 31(4), 893-903. https://doi.org/10.5209/esmp.102355
Issue
Vol. 31 No. 4 (2025): Monográfico: El periodismo deportivo ante los retos de un contexto en constante evolución
Section
Monográfico

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