Dorking Wanderers' Marc White Highlights Social Media's Role in Non-League Football Revival
Marc White, owner and manager of Dorking Wanderers, discusses how social media is driving attendance and engagement in non-league football, citing his club's documentary series and growing crowds.
Marc White, founder, owner and manager of Dorking Wanderers, has become a prominent figure in non-league football, partly due to a documentary series called 'Dorking Uncovered' on the YouTube channel 'Bunch of Amateurs'. The club, formed 26 years ago by friends paying to rent a pitch, has risen to National League South with 12 promotions, suffering only one relegation in 2024.
White, 52, is the longest-serving manager in the top six tiers of English football. He acknowledges the behind-the-scenes cameras capture his touchline behaviour, and he is involved in editing to avoid bans. He told BBC Sport that the series amassed half a billion views in 2025, illustrating its reach.
Social media now plays a major role in promoting non-league football, as local newspapers' coverage has dwindled. Clubs use their own platforms to build community ties and attract marketing. In Dorking's division, average attendances reached 1,221 during the 2024-25 season, a 134% rise on the average a decade before.
White believes the rising costs of top-tier football push fans towards non-league, but social media is key to connecting clubs with local audiences. 'I think a lot of people underestimate how little people know about their local football club,' he said, noting that cheaper beer and travel and a social connection appeal to those disillusioned with the Premier League.
Other online efforts are also boosting interest, such as Aaron Hunt's Twitch streams about his local club Daisy Hill FC, which led to him becoming chairman and securing a stadium sponsorship from YouTuber AngryGinge. The 'Wrexham effect', inspired by Ryan Reynolds and Rob McElhenney, has also encouraged celebrity investment, including YouTuber KSI buying a stake in Dagenham and Redbridge this year.
White welcomes the extra exposure, saying KSI's involvement benefits every club in the league. Dorking, averaging around 1,600 at Meadowbank, aim for the Football League, two promotions away. White, who received a six-match touchline ban last year for a comment on a podcast about women, is not on social media himself but appreciates that the club resonates with those who have fallen out of love with the game.
Image: Getty Images / BBC Sport
