Ryan Reynolds, Dragons, and an incredible turnaround

Since their arrival in 2021, Ryan Reynolds and Rob McElhenney have never stopped drawing attention to English football with their Wrexham project. The Welsh club, owned by the two actors, already made history by becoming the first team to clinch three consecutive promotions in England – rising from the fifth tier to the Championship, a level they hadn’t touched in 48 years. Now the Red Dragons are chasing a fourth straight climb and, while the season hasn’t started smoothly, they have the financial muscle to dream of the Premier League.

From within the club, executives say that this year they expect commercial revenues on par with mid-table Premier League sides. In 2023/24, those clubs earned between $26m and $37m from sponsorships and merchandise. Ahead of the new campaign, Wrexham has secured deals to expand its brand footprint that should translate into a substantial boost in income.

The Disney documentary – the original reason behind Reynolds and McElhenney’s investment – has catapulted the Welsh side to global fame. Last season, while still in League One, they sold almost 100,000 shirts, with half shipped overseas, according to the Financial Times. Retail sales will be reinforced this year, with club products now available at Dick’s Sporting Goods and Pelé Soccer, two of the biggest sportswear chains in the US. On top of that comes a collaboration with New Era to produce caps and other merchandise carrying the Dragons’ crest.

Wrexham forecasts a 60% increase in commercial revenue compared to the previous year. “We have a Premier League brand. I believe the distribution of our brand will translate into a significant increase in sales and retail numbers,” CEO Michael Williamson told the Financial Times.

Building a Premier League Wrexham

Reynolds and McElhenney have injected the capital required to speed through divisions at breakneck pace. In the National League, their budget advantage allowed them to dominate the competition. By 2024 they had made Sam Smith the most expensive signing in their history – and the sixth biggest in League One history – though that figure has already been surpassed four times this summer. Wrexham are now the top spenders in the Championship, with a net outlay of $29m – more than double their nearest rival.

Still, the club’s transformation has been so fast and drastic that, to truly aim for the Premier League, investment must go far beyond transfers. Until recently a staple of semi-professional football, Wrexham play in one of the smallest grounds in the Championship (12,600 capacity). Construction has already begun on a new stand that will lift that figure to 18,000. Ownership has also invested heavily in strengthening the academy, while staffing across club facilities has increased exponentially.

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