Wales vs. the U.S.: from Wrexham FC to Football Association Wales, how can we use football to make positive change?

‘’We’re part of a bigger movement. It’s not just about football.’’

Rob McElhenney speaking at a St. David’s Day event in Los Angeles, March 2022 (S4C)

This November marks two years since publications from the New York Post to WalesOnline shared the news that Hollywood would be coming to Wrexham. $2.35 million later, Rob McElhenney and Ryan Reynolds promised to make the 156-year-old ‘sleeping giant’ Wrexham into a ‘global force’ (NY Post). The attention from Hollywood A-List actors has generated huge amounts of interest in the world’s third oldest football club. But what have they actually done for Wrexham?

The new owners, McElhenney and Reynolds, have not only embraced Welsh culture, but promoted it at every opportunity possible. This might not sound significant, but it is. Rob McElhenney (a Philadelphia native) began learning Welsh after taking ownership of the club, and Ryan Reynolds began tweeting in Welsh shortly after becoming owner. McElhenney explained that part of the reason behind learning Welsh was a desire ‘to delve into the culture and into the people as much as [he] could.’ Last week, they were presented with the ‘Diolch y Ddraig’ award from the people of Wales, for the sensitivity and respect they have shown. The Wrexham owners’ acceptance speech began with ‘Noswaith Dda,’ and ended with ‘Cymru am byth!’ On a regional level, the new owners have gone beyond their positions as club owners and used their new roles to bring about a positive change in the town of Wrexham. They’ve boosted local businesses (the infamous endorsement video of the grounds’ sponsor, Ifor Williams Trailers), donated to foodbanks in Wrexham (both by sending lump sums and by releasing an official Wrexham FC cookbook, ’20 Ways To Make Rarebit’, the proceeds of which will also be donated to foodbanks) (Twitter), and supported local artists.

The U.S Soccer Foundation is the main charitable arm of football in the United States, and it uses football as a tool to bring about positive social change through sports-based youth development programs. Since 2015, they have built 400 ‘Safe Places to Play’ mini-pitches, collected and redistributed 1 million pieces of equipment, and invested $125 million into football programmes and field-building initiatives across the U.S. While the benefits of participation in sports is proven to be significant (U.S Soccer Foundation reports that 86% of their participants stayed away from anti-social behaviour as a result of their programmes) it is often costly to take part in a sport. The cost of buying the correct clothing, football boots, equipment, on top of accessing a facility adds up, and can be a huge factor in not participating. For this reason, the foundation focuses its efforts on deprived urban communities, where they create safe, accessible, affordable programmes. These programmes have clear health and social benefits, for example:

• 96% of community partners (‘Safe Places to Play’ programme) say their community feels safer after the installation of a mini pitch. 
• 83% of ‘Soccer for Success’ participants improve their health outcomes. 

As I was drafting this article, the Football Association Wales announced their first Sustainability Strategy in collaboration with the Well-Being of Future Generations Commissioner – a hugely exciting step for Wales. This Sustainability Strategy, named ‘Cymru, well-being and the world’ outlines its vision for a ‘global, local Cymru’ using the Well-Being of Future Generations Act (2015) as its cornerstone. The overall aim is to use ‘the power of football to improve the nation’s well-being’ (FAW). The action plan has seven focus areas (team, health, structures, facilities, partnerships, decarbonisation and croeso)  to develop sustainable and stronger clubs, leagues and initiatives. The steps involved in the strategy vary, including: 

• Becoming
  • an ACE (adverse childhood experiences) Aware Association 
  • a Dementia-Friendly Association 
  • an Association of Sanctuary
• Creating a fund for to install EV charging points at clubs
• Committing to launching plastic-free kits and merchandise
• Revising procurement processes 
• Reducing flying to a minimum
• Ensuring all products are ethically sourced and Fairtrade
• Establishing swap shop schemes for sports kit and equipment
• Identifying food related sustainability solutions (e.g.: locally sourced plant-based plastic-free food packaging)

‘‘…we’re integral to Welsh Government’s vision for sport to be a part of Cymru’s story as a globally responsible nation that cares. We’ll also be working towards the United Nations Sustainable Development Goals and engaging with UEFA’s football sustainability strategy 2030. One brick at a time, we’ll build a red wall at home and around the world.”

Football Association Wales CEO, Noel Mooney 

When discussing the motive behind the strategy, FAW explained that they want ‘to become a progressive organisation that advocates for global and local issues impacting our game and communities.’ The steps proposed in the plan are numerous and include a pilot scheme to establish a well-being football hub in a health board which will provide clinical, social care, mental health care and well-being services. This will hopefully then be rolled out across the country. Clubs and leagues will be twinned with others around the world, which will in turn encourage the exchange of learning.