Inside Ryan Reynolds And Rob McElhenney's Soccer Venture
Highlights
- Ryan Reynolds and Rob McElhenney invested in Wrexham AFC, a Welsh soccer club, to turn it around and raise its profile.
- The duo's involvement goes beyond a celebrity stunt and is fueled by genuine entrepreneurial insight and marketing genius.
- Through commercial contracts, improved facilities, and recruiting new talent, the club's revenue and success have skyrocketed, proving the power of wise investment and celebrity influence.
Imagine Deadpool and Mac from Its Always Sunny in Philadelphia joining forces – not on the big screen this time, but in reality – to throw their Hollywood money into a soccer project.
In November 2020, Ryan Reynolds and Rob McElhenney (through their RR McReynolds Company LLC) acquired Wrexham AFC, a Welsh soccer club languishing in the fifth tier of English soccer. The deal was reportedly worth $2.4 million and raised eyebrows, with many wondering why two Hollywood stars would want to invest in a small, non-league soccer club in Wales.
The takeover was finalized on February 9th 2021, following a poll among the club's 2,000 Supporters' Trust members – who voted in favor of their new owners. Wrexham, not only the oldest soccer club in Wales but also the world's third-oldest, boasts a rich history.
However, the club had fallen on hard times in recent years and faced financial difficulties – before the RR McReynolds Company came to its rescue.
A Hollywood Twist On A Wrexham Tale
Wrexham Association Football Club, based in Wrexham, Wales, has had its fair share of ups and downs.
The club was plagued by economic difficulties during the late 2000s, sending them to the lowest level of English football; the pandemic in 2020 made the club's condition worse. Despite the challenging situation, the loyal fan base (the Supporters' Trust) took control of running the club's operations to help even things out.
This unique aspect of the club resonated with Hollywood duo Ryan Reynolds and Rob McElhenney when they learned about it. Lights, camera, kick-off, Reynolds, and McElhenney's involvement in Wrexham is much more than a celebrity stunt; it is a story wrapped in sheer desire and marketing genius.
Rob McElhenney approached Reynolds with a proposal for an investment opportunity, and Reynolds jumped on the chance without reluctance. Prior to the acquisition, the duo held a Zoom meeting with members of the club's Supporters' Association to outline their manifesto for the club.
As Reynolds noted in another Zoom call with his business partner, their biggest concern was whether the town would welcome them. However, the people of Wrexham embraced them with open arms, from Aberystwyth to Colwyn Bay 50 miles away; fans flocked to the Racecourse stadium, and the duo signed autographs and posed for selfies.
The Financial Dynamics
In the course of the takeover, the actors signed a 25 year stadium lease for $4.5 million in Wrexham, to assure fans that the team would not have to leave the town. In a marketing bid to improve the club's visibility and introduce it to Hollywood, the duo launched the docuseries Welcome to Wrexham.
Welcome to Wrexham offered a behind-the-scenes perspective of the club's journey from obscurity to global stardom. The show was widely consumed, and earned $3.2 million in revenue.
The club's revenue expectedly peaked, and turnover went up 404 percent year over year, to $5.97 million from $1.47 million in 2022. Match day income also improved, and the Racecourse (with a capacity of 10,771) is far from empty during games.
Wrexham FC drew the attention of American company United Airlines, who entered into a two-year partnership deal with the club. Wrexham also signed a stadium sponsorship with SToK Cold Brew Coffee and a training kit sponsorship with Betty Buzz, a beverage company set up by Blake Lively – wife of Wrexham co-owner Reynolds.
These commercial contracts are expected to improve revenue by 502 percent in 2024, and the Hollywood duo didn't hold back when it came to investing in the club's facilities and recruiting new talent. Their dedication paid off, with the club receiving an abundance of positive feedback as they achieved promotion to the fourth tier of the English soccer system.
Reynolds and McElhenney's investment in Wrexham is a testament to their entrepreneurial insight and unique abilities to sniff out a genuine business opportunity. They have shown that it is possible to turn around a struggling club by investing wisely and using the power of celebrity to raise the club's profile.
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