From Non-League to Championship: The True Story Behind Wrexham AFC’s Remarkable Rise
In just two years, Wrexham AFC have climbed from the fifth tier of English football to the Championship. A back-to-back-to-back promotion streak like theirs is almost unheard of in the modern game. Most football fans will immediately credit this success to the money of their Hollywood owners—Ryan Reynolds and Rob McElhenney—and the global popularity of the hit documentary series Welcome to Wrexham.
But the real story is more nuanced, involving strategic business planning, clever brand building, and a commercial machine unlike anything seen in the lower leagues of English football.
Hollywood Investment: A £1 Purchase That Changed Everything
In 2021, Reynolds and McElhenney bought Wrexham for just £1 from the supporters trust. The deal came with the agreement that the duo would invest at least £2 million into the club. They exceeded that quickly, injecting £2.2 million within the first five months and £12 million by the time the team gained promotion to League Two in 2023.
However, even with deep pockets, the duo understood that they couldn’t match the resources of Premier League billionaires or nation-state-funded clubs. So, a new strategy was born: open up to minority investors.
Smart Structuring: From Personal Ownership to Global Investment
Initially owned through RR McReynolds Company LLC, the club’s shares were transferred during the 2023–24 season to a new entity: Wrexham Holdings LLC. This paved the way for external investment.
- In mid-2023 to early 2024, 5% of the club was sold to a U.S. consortium led by Al Tylus and Sam Porter.
- In September 2024, another 10% stake was sold to Red Dragon Ventures, a company majority-owned by the billionaire Allen family but still partly controlled by Reynolds and McElhenney.
By the end of the 2024–25 season, Wrexham had raised £28.7 million in equity:
- £15 million repaid loans to the original owners.
- £13.7 million was reinvested into the club’s infrastructure, squad, and stadium development.
According to the club’s own reports, more investments are on the way, with the door open to future partners who can “add value and assist in the delivery of our objectives.”
The Commercial Goldmine: Building a Brand Beyond Football
Wrexham’s financial growth isn’t just from owner funding—it’s largely commercial. In fact, during the 2023–24 season, a staggering 74% of the club’s total revenue came from commercial activities, the highest proportion in all of English football.
To put that into perspective, Wrexham generated £19.7 million in commercial revenue that season—more than five Premier League clubs—while playing in League Two.
Here’s how they did it:
✈️ Global Partnerships
- United Airlines: Front-of-shirt sponsor in a deal worth up to £6 million per season.
- STōK Cold Brew Coffee: Stadium naming rights and sponsor, reportedly a seven-figure deal.
- Other sponsors include HP, MetaQuest, Gatorade, and companies connected to Reynolds’ wife Blake Lively and McElhenney’s It’s Always Sunny in Philadelphia co-stars.
📺 Beyond the Documentary
Despite popular belief, Welcome to Wrexham doesn’t directly fund the club. Instead, it gives brands massive exposure, enabling Wrexham to sign lucrative, independent sponsorship deals.
And they’ve taken things even further:
- United Airlines launched Wrexham-themed pajamas in premium cabins on select long-haul flights.
- STōK aired a Super Bowl ad featuring the Wrexham squad and actor Channing Tatum.
Building a Global Fanbase
A mind-blowing 52% of Wrexham’s commercial revenue now comes from outside Europe, a figure that’s almost unheard of for a lower-league English club.
This shows that the club’s global image—while boosted by Reynolds and McElhenney—is being shaped through deliberate brand-building. The club is clearly working to make Wrexham AFC more than just a Hollywood project. It’s becoming a sustainable international football brand.
Looking Ahead: The Championship and Beyond
Wrexham could lose up to £34 million in the Championship next season and still remain compliant with Profit and Sustainability Rules (PSR). That gives them space to grow and aim even higher.
A place in the Premier League would be the ultimate milestone—but it would also be the most expensive and competitive leap yet.
Still, the foundations are in place. With solid ownership, global brand appeal, and unmatched commercial strategy for a club of their size, Wrexham’s story is no longer just a feel-good Hollywood tale. It’s a business case study in how to modernize a football club without losing its soul.
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