Port Vale holds an extremely unique footballing record in the British game. They have beaten every single team in the top four divisions in a competitive fixture – a feat no other team has matched.
For a team that has never played top-flight football, it is a remarkable achievement. Port Vale has been responsible for giant killings in domestic cup competitions regularly over the years. Tottenham Hotspur were the victims of an FA Cup upset in 1988, and Everton was in the same competition in 1996 and they were even the holders of the FA Cup that season.
#OnThisDay in 1988 Port Vale knocked Spurs out of the FA Cup and Terry Venables took running away from your problems very literally. pic.twitter.com/IZOVKSrrqG
— The Blizzard (@blzzrd) January 30, 2020
Building a global brand
Vale are certainly not the most successful club in England, but they could certainly expand their global reach by marketing themselves with their unique record, as well as their status of being the only Football League club not named after a place. The most successful clubs dominate stream searches but there are certainly other markets that Vale can tap into to improve their global reach. The likes of Liverpool and Manchester City lead the pack in terms of stream searches, but global fanbases are not limited to Premier League clubs. Success on the pitch is a huge factor, but Wrexham has shown that it is possible to build a successful global brand while being a lower-league outfit.
Wrexham has for a long-time switched between being a Football League and a non-league club. But since the takeover by Hollywood actors Ryan Reynolds and Rob McElhenney, the club has built a brand focused around the new owners. Unsurprisingly many fans from North America have begun following the club, and merchandise is now being sold worldwide, demonstrative of their new-founded global appeal.
The Vale could replicate this approach and they also have the benefit of being two divisions higher than Wrexham, which means they play at a much higher level and could very well find themselves in the championship in the near future.
Robbie Williams
The incredibly famous singer-songwriter was a Vale shareholder and similar to how Wrexham expanded its global reach by pinning their owners at the front of their marketing efforts, Williams could come to the fore. After all, he recently performed his first-ever concert at Vale Park where he even launched the new home kit – and he looks to be on friendly terms with current owners the Shanahans.
With Wrexham, fans of the actors and their films have in some cases become fans of the club, simply as they wish to follow their favourite celebrities in whatever markets they enter. The former Take That star has a huge global fanbase and in the past few years, he has performed all over the world. Perhaps with his newly forged connection with the current owners, Vale fans could be targeted with Vale marketing with Williams at the forefront. Whether they happen to have a liking for football, or just wish to follow the sporting club that Williams supports and was a major shareholder in, Vale’s global reach could potentially improve hugely.
Robbie Williams and Port Vale mascot Boomer the Dog, bathed in late afternoon sunlight. pic.twitter.com/ibzZN5OzyW
— MUNDIAL (@MundialMag) February 3, 2021
Wrexham’s rapid increase in global reach since their new owners came in has provided a blueprint, fans will follow and support their favourite celebrities in all of their pursuits. With their current love-in with Robbie Williams are Vale going to follow a similar path with a famous fan all of their own.
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