How fans are falling in love with football again

What the report says

BBC Sport reports that social media and creator-led coverage are helping non-league football reach wider audiences, using Dorking Wanderers as a prominent example. The club’s founder, owner and manager Marc White says online clips, behind-the-scenes content and a documentary series have made Dorking better known beyond its Surrey base, while also helping fans connect with local clubs they may previously have overlooked.

According to the report, Dorking’s rise has been documented through the YouTube series Dorking Uncovered, produced on the Bunch of Amateurs channel. White says the attention has boosted interest in the club and reflects a broader shift in how non-league teams promote themselves, especially as local newspapers have reduced coverage. BBC Sport notes that attendances in Dorking’s division have grown significantly over the past decade, and that clubs increasingly use highlights, interviews and feature content to draw crowds and build community links.

The article places Dorking’s experience in a wider trend, citing examples such as streaming, Football Manager content, and celebrity investment at other lower-league clubs. It mentions the profile boost that has followed high-visibility ownership at Wrexham and the arrival of well-known figures such as KSI at Dagenham and Redbridge. White argues that social media can reconnect disillusioned supporters with the game and says Dorking remain ambitious about reaching the Football League, two promotions away from their current level.