WIGAN, England (AP) — Entry signs on roads approaching the town center are adorned with the word "Believe." Paving stones in the town's busy high streets have been painted blue in the team's colors and decorated with messages of support.
Long known for the exploits of its successful rugby league side, Wigan — a former mill town located just west of Manchester in northern England — has been generating even more publicity locally and globally over the past 12 months through the achievements of its soccer club.
Wigan Athletic hadn't won a piece of major silverware in its 81-year history until last May, when it pulled off one of the great FA Cup upsets by beating big-spending Manchester City in the final.
Now, despite relegation from the Premier League at the end of last season, it is on course to retain the famous trophy.
On Saturday, Wigan's giddy fans will make their fourth trip to Wembley Stadium in the space of 12 months, for a semifinal against Arsenal. They could be back at the national arena two more times next month — in the FA Cup final and potentially in the second-tier League Championship playoffs.
"Football is becoming much more important to Wigan," Peter Smith, the leader of the town council, told The Associated Press on Wednesday. "At one time, it was very clearly a rugby league town. It's now evening up.
"And it's given everyone a feel-good factor. To have 600 million people watching the FA Cup final last year, wanting to know about Wigan, where it was, what was happening ... It's a great boost for the town."
The rugby league team that shares Wigan's DW Stadium with the soccer club is more used to those treks down south. The Wigan Warriors have 19 Challenge Cup final victories at Wembley.
The latest was achieved last year, meaning Wigan became the first town or city to own both the FA Cup and Challenge Cup trophies.
For the moment, the focus is back on the soccer club and its bid to become the first team from outside the top division to win the FA Cup in 34 years.
The club has come a long way since 1995, when it was in the fourth tier and drawing crowds of barely 2,000. That was the year Dave Whelan, a soccer player-turned-millionaire businessman, bought Wigan and made good his bold pledge to take Latics into the Premier League within a decade.