"I know that if they don't edit out the right bits, I'll get banned every week." Marc White is one of the most recognisable faces in non-league football. From the baseball caps to the foul-mouthed rants on the touchline, the founder, owner and manager of Dorking Wanderers has become a star of the lower levels of the English football pyramid. It has been helped by a documentary series called 'Dorking Uncovered' on the YouTube channel 'Bunch of Amateurs', run by Rich Phippen, as they rose from a team of mates paying a fiver each to rent a pitch to the National League South.
They have been promoted 12 times since they were founded 26 years ago. Their only relegation came in the National League in 2024. White, 52, is the longest-serving manager in the top six tiers of English football - which he jokes is always at risk with behind-the-scenes cameras following their every move.
"I love the fact that so many people watch, we had half a billion views in 2025," he tells BBC Sport. "I'm involved in the edit because if I wasn't, I would probably be banned constantly. I'll probably be the first football manager to get a lifetime ban." Social media now plays a huge role in promoting non-league football.
With local newspapers' ability to cover non-league now strangled by dwindling resources, clubs have taken it upon themselves to expand their reach on their own platforms. Those around the game believe it helps build stronger relationships with the community and helps expand marketing opportunities as well as advertising matches. From goal highlights, interviews or in-depth features like Dorking Uncovered, it is helping grow interest in non-league, with attendances growing.
In Dorking's division, average attendances reached 1,221 during the 2024-25 season - that was a 134% rise on the average a decade before. White started Dorking Wanderers just outside the M25 radius with his friends because they were bored of paying for Premier League matches and just wanted to play. He believes the rising costs of watching top-tier football, either by buying tickets or TV subscriptions, is pushing more and more people to non-league.
But they have to know where to find it and social media helps that. "I think a lot of people underestimate how little people know about their local football club," said White. "And when you're now talking about decades of people that have never picked up a newspaper, and that target audience probably watches the Premier League and they have no idea what's going on near their local high street, where probably the beer is cheaper, the travel certainly cheaper, and they know a lot more people there.
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