Non-league football is seeing a significant boost in interest, with social media playing a crucial role in connecting clubs with fans, according to Marc White, the founder, owner, and manager of Dorking Wanderers. White, 52, who is the longest-serving manager in the top six tiers of English football, believes rising costs associated with watching top-tier football are pushing more people towards the non-league game.
Dorking Wanderers, founded 26 years ago, has achieved 12 promotions, rising from a team of friends to the National League South. Their journey has been documented in the 'Dorking Uncovered' series on the YouTube channel 'Bunch of Amateurs', which White states garnered half a billion views in 2025.
White highlights that social media helps clubs reach a target market that may be unaware of local football. He suggests that for many, non-league offers cheaper beer and travel, along with a stronger social connection. This digital outreach is contributing to growing attendances, with Dorking's division seeing average attendances of 1,221 in the 2024-25 season, a 134% increase from a decade prior.
The influence of celebrity investment, such as YouTuber KSI buying a stake in Dagenham and Redbridge this year, is also bringing more attention to the non-league scene. White believes this increased exposure benefits all clubs in the league by drawing more eyeballs to the product.