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In the wake of the membership’s historical 3rd consecutive promotion, we’re celebrating the selling genius that has reworked this once-struggling Welsh workforce into an international powerhouse.
As Simon Oliveira, managing director of Kin Partners, famous again in 2020: “Studying Reynolds’s approach to marketing, you start to understand why, in many ways, Wrexham is the perfect vessel for his latest project… it’s the type of authenticity that connects Reynolds to his audiences, whether on silver screen, in gin ads or when pitching his merits as a club owner.”
That advertising genius has now helped Wrexham reach what no different membership has achieved prior to – securing 3 consecutive promotions and attaining the Championship. Here are seven standout advertising moments that exhibit how Reynolds, McElhenney, and their workforce have constructed certainly one of soccer’s maximum exceptional logo tales.
1. The Welcome to Wrexham documentary sequence
The cornerstone of Wrexham’s international business plan has been the seriously acclaimed Welcome to Wrexham documentary sequence on FX/Disney+. Unlike standard sports activities documentaries, this sequence brilliantly balances the possession adventure with heartfelt tales of gamers, lovers, and the city itself.
The documentary wasn’t simply compelling tv – it was once a advertising masterstroke that generated roughly $3.2m in income for the membership whilst introducing Wrexham to hundreds of thousands of attainable lovers international. The sequence became the membership’s underdog tale into must-watch leisure, with its mix of humor, emotion and original storytelling.
Season 4 is about to premiere on May 15, 2025, completely timed to capitalize at the membership’s historical 3rd consecutive promotion. What started as a documentation of an formidable dream has now turn out to be a chronicle of soccer historical past within the making.
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2. The Hollywood signal mountain stunt
In August 2021, citizens of Wrexham woke to discover a massive Hollywood-style signal erected at the Rhostyllen coal slag heap overlooking the city. The mysterious set up instantly sparked hypothesis and media protection throughout the United Kingdom.
While to begin with denied by way of Reynolds, McElhenney and the membership, it was once later printed to be a advertising stunt by way of Vanarama, the National League’s identify sponsor. The corporate defined they sought after to “breathe new life into the upcoming season and celebrate having fans back on the terraces” whilst shining “the bright lights of Hollywood on the lower echelons of the fifth tier of English football.”
The brilliantly performed guerrilla advertising marketing campaign generated large social media buzz and press protection, completely enjoying into the Hollywood possession narrative whilst making a memorable visible image that bolstered Wrexham’s newfound international ambitions.
3. The TikTookay blouse sponsorship deal
In June 2021, Wrexham introduced TikTookay as their new front-of-shirt sponsor in a “first-of-its-kind” partnership that noticed the social media massive’s emblem emblazoned around the workforce’s kits. The deal coincided with the release of Wrexham’s reliable TikTookay channel, with each Reynolds and McElhenney making their non-public TikTookay debuts to announce the partnership.
Nick Tran, then international head of promoting at TikTookay, defined the very best synergy: “TikTok is uniquely positioned at the center of entertainment, technology and the creator community to help bring Wrexham AFC’s story to life to global audiences.”
The partnership propelled Wrexham’s social media presence to odd heights. By April 2023, TikTookay had turn out to be the membership’s maximum adopted platform, accounting for 43.4% in their general fans. The membership’s social media expansion has been exceptional, with engagement charges exceeding the ones of maximum Premier League golf equipment. In only one week following their 2023 promotion, Wrexham won over 538,000 new fans throughout platforms.
4. The ‘Wrexham United’ social media stunt
In a brilliantly performed social media marketing campaign in 2023, Reynolds and McElhenney teased lovers with cryptic posts suggesting they had been converting the membership’s identify to “Wrexham United” – a statement that led to speedy uproar amongst traditionalists.
The stunt was once briefly printed because the ingenious creation of United Airlines because the membership’s new front-of-shirt sponsor, changing TikTookay. The preliminary teaser tweet by myself generated 20m perspectives on Reynolds’s non-public feed, whilst the expose video notched up greater than 5.7m perspectives simply 48 hours after posting.
Reynolds and McElhenney defined the partnership: “We seek out sponsors that match the spirit of both Wrexham Association Football Club and the people of Wrexham. We could think of no better sponsor for the next phase of our quest than United Airlines. The team, town and fans around the world are united as never before.”
The marketing campaign demonstrated the house owners’ savvy figuring out of how one can leverage their non-public platforms for max have an effect on, with the preliminary controversy using even higher engagement with the eventual sponsorship announcement.
5. Sir Anthony Hopkins as Wrex the Dragon (Super Bowl 2024)
Wrexham made their Super Bowl promoting debut in February 2024 with an excellent marketing campaign for stadium sponsor Stok Cold Brew Coffee that includes Oscar-winning actor Sir Anthony Hopkins. In the industrial, created by way of Reynolds’s Maximum Effort manufacturing corporate, Hopkins reworked into Wrexham’s mascot, Wrex the Dragon.
The advert opened with Hopkins handing over a major, theatrical monologue: “To act is to deceive. But to become this beast, well, that requires a little extra kick.” He then dons the dragon mascot head and runs round energizing lovers, stating: “This is what they came to see!”
The marketing campaign brilliantly leveraged the Super Bowl’s large target audience of roughly 140 million audience to spice up Wrexham’s profile within the American marketplace. For a membership that was once within the 5th tier of English soccer only a few years previous, securing Super Bowl advert area (the place 30-second spots value round $8m) represented an odd advertising fulfillment.
6. Channing Tatum’s Magic Mike-inspired purpose party magnificence (Super Bowl 2025)
Building on their Super Bowl good fortune, Wrexham returned to the large sport in February 2025 with any other Stok Cold Brew Coffee advert, this time that includes Hollywood celebrity Channing Tatum educating Wrexham gamers how one can give a boost to their purpose celebrations with Magic Mike-inspired dance strikes.
The industrial confirmed Tatum coming into the Wrexham locker room to coach gamers together with Ollie Palmer, Paul Mullin and Jacob Mendy in dance routines. In a funny twist, Tatum sooner or later panics: “No, I promised Ryan and Rob I would keep it classy. Everyone, put your clothes back on!”
The advert, which once more premiered all through America’s most-watched carrying match, featured Reynolds in a temporary however memorable cameo. Reynolds and McElhenney quipped in a observation: “We’re so happy that three of the stars of Deadpool & Wolverine were able to work together again to bring this ad to life for our incredible Wrexham sponsor.”
This marked the second one consecutive yr Wrexham secured valuable Super Bowl promoting area, cementing their standing as primary gamers within the American sports activities advertising panorama.
7. Aviation Gin partnership and restricted version bottles
Reynolds leveraged his possession stake in Aviation Gin to create any other leading edge partnership for Wrexham. In July 2021, the membership introduced that Aviation Gin will be the sleeve sponsor at the coaching put on of each males’s and girls’s senior groups.
The partnership integrated the discharge of limited-edition Aviation Gin bottles that includes Wrexham AFC workforce colours and crests. The marketing campaign brilliantly cross-promoted Reynolds’s industry pursuits whilst offering Wrexham with further income and international publicity.
What makes this partnership in particular noteworthy is the way it exemplifies the built-in way Reynolds and McElhenney have taken to Wrexham’s sponsorships – making a community of name partnerships that magnify every different whilst keeping up original connections to the membership’s id and values.
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Marketing a soccer fairytale
Wrexham AFC’s advertising good fortune demonstrates the odd attainable when ingenious imaginative and prescient meets original group values. Reynolds and McElhenney haven’t simply implemented Hollywood advertising techniques to a soccer membership – they’ve reimagined what sports activities advertising can also be by way of telling compelling tales that resonate globally whilst staying true to native roots.
The effects talk for themselves: 3 consecutive promotions, exceptional social media expansion, profitable industrial partnerships and an international fanbase that stretches a long way past North Wales. As Wrexham prepares for lifestyles within the Championship, only one promotion clear of the Premier League, their advertising adventure proves that with the appropriate narrative and artistic execution, even essentially the most not likely carrying dream can seize the arena’s creativeness.
