U.S. Investors Flood English Football, Betting Big on Lower-League Clubs

As debates continue over the FA Cup’s relevance, this weekend’s fourth round is set to attract an unlikely audience—the wealthiest elite in America. While some are drawn to the romanticism of lower-league clubs, their primary interest lies in turning that sentiment into profit.

English football’s pyramid has become a hotspot for American billionaires and institutional investors. In this round alone, four clubs from the English Football League (EFL) fall under U.S. ownership, adding to the growing list of 19 out of 72, with investments even reaching the National League.

The trend has sparked an entire industry of consultants advising high-net-worth individuals on football acquisitions. Experts note that potential investors are drawn to clubs with unique names or histories, believing they offer lucrative branding opportunities. One such selling point? “You’d do great on TikTok.”

This shift is largely inspired by high-profile examples like Wrexham and Birmingham City, with the latter facing Newcastle United this weekend. The matchup could be humorously framed as Tom Brady versus Mohammed bin Salman, showcasing the deeper forces at play—state-backed ownerships seeking influence while U.S. firms chase financial returns.

Interest in American involvement in English football is only expected to rise, especially with the Premier League’s Summer Series and the upcoming 2026 World Cup. What’s surprising, however, is the growing attraction toward grassroots-level clubs, where classic stadiums stand in stark contrast to corporate boardrooms.

Observers have noticed an influx of Silicon Valley investors—dubbed “tech bros”—attending matches, often blending into crowds in suits, sneakers, and baseball caps. Their presence, alongside celebrities, signals a cultural collision between traditional football values and American business interests.

While these investments may not completely alter the sport, they are reshaping its foundation. A private WhatsApp group for U.S. club owners has emerged, focusing on marketing tactics and the idea of hosting an all-American showdown between Birmingham and Wrexham.

Despite stereotypes about U.S. investors, ownership styles vary. Some, like those at Leyton Orient and Plymouth, are passionate expatriates who genuinely support their clubs. Others, like Crawley Town or Swansea City, view their teams as business assets ripe for flipping. These clubs offer affordable entry into a globally recognized industry, making them attractive investments with high potential returns.

Serious American investment in European football began with the Glazer family two decades ago, but the COVID-19 pandemic amplified opportunities lower down the football hierarchy. The industry’s resilience—remaining operational while much of the world shut down—proved football to be “bulletproof.” As one executive put it, “You couldn’t attend a family funeral, but you could watch Fulham vs. West Brom.”

The real appeal for investors lies just below the Premier League—clubs with growth potential at a fraction of the cost of U.S. sports teams. The success of Wrexham’s documentary further fueled this interest, showcasing the authenticity of the English football pyramid.

Many investors dream of recreating Wrexham’s fairy tale, while others aim to replicate Ipswich Town’s financial success. Businessman Brett Johnson, a stakeholder at Ipswich, told The Ringer: “Where else do you find a club with a Premier League-winning history, a 30,000-seat stadium, and world-class facilities?” Now, Ipswich’s recent promotion suggests a winning formula for U.S. investors looking to apply structured business principles to a historically chaotic industry.

However, some investors underestimate the challenges of running a football club. A leaked investment prospectus for one U.S.-linked League One team projected a £10 million revenue boost in 2025-26—assuming automatic promotion to the Championship. Yet, it contained no strategy on how to achieve this goal, as if success were guaranteed by financial input alone.

This naive optimism has led to bizarre encounters in lower-league football. One sporting director recalled a confusing “interview” with a U.S. club owner who seemed clueless about the actual game. Another investor admitted, “I researched everything, but I wasn’t prepared for the difficulty of not just earning promotion but staying in the top half of the table.”

This reflects a growing concern: what happens when investors fail to achieve their targets? Only a handful of clubs can win promotion each season. If financial groups expect quick returns and fail to reach the Premier League—or even the Championship—within a few years, will they abandon their projects?

The market appears to be forming a classic investment bubble. As more speculators enter the lower tiers, clubs become overvalued, and if success isn’t delivered, these teams could struggle to find new buyers.

Meanwhile, the financial demands of maintaining competitiveness continue to rise. Models like Wrexham’s have drawn admiration but also criticism. Some rival clubs appreciate the extra attention Wrexham’s Hollywood ownership brings, while others resent the access to bigger sponsorship deals and star power.

An insider summed up a common frustration: “Their documentary feels like a fetishization of working-class football culture. It’s like saying, ‘Look how happy these people are that a billionaire is drinking in their local pub.’”

Wrexham fans, of course, see things differently. They are enjoying the ride, illustrating how football’s traditional role as a community institution is now being shaped by modern capitalism.

Yet, this evolving investment landscape poses risks—especially in a sport as unpredictable as English football. Unlike structured American franchises, the football pyramid is chaotic, where promotion and relegation dictate fortunes. For many clubs, investments remain more of a gamble than a guaranteed return—almost as unpredictable as an FA Cup draw itself.