Wrexham Association Football Club took center stage in New York City this week, highlighting its rapidly growing international profile with a high-profile kit launch in Times Square and a friendly match against Liverpool at Yankee Stadium. The event marked a significant moment for the club, which has undergone a remarkable transformation since being purchased by actors Ryan Reynolds and Rob McElhenney over five years ago.
The club’s chief executive, Michael Williamson, described the occasion as a “pinch-me” moment, reflecting on the journey from Wrexham’s roots in non-League football to playing on one of the world’s most iconic stages. Williamson, an American and former Inter Milan executive who joined Wrexham two years ago, noted the significance of the club’s presence not only in New York but also on the Nasdaq stock exchange, where he rang the ceremonial opening bell last Tuesday.
Wrexham’s rise through the English football leagues has garnered global attention, in no small part due to the documentary series that chronicles the club’s progress. The series has helped build an international fan base estimated at 30 million worldwide, with 41 percent residing outside Europe and over 10 million in North America. The club’s increasing visibility was underscored by the crowd at times swarming Times Square in Wrexham shirts, many of them North American supporters.
Following three consecutive promotions halted only by narrowly missing playoff qualification last season, Wrexham has leveraged this momentum to invest strategically off the pitch. These investments include expanding the club shop in Wrexham, renovating the stadium, improving training facilities, and developing the women’s football program. Williamson emphasized that while on-field success remains important, creating a sustainable and globally resonant brand has been equally vital.
Financially, Wrexham reported a turnover of £33.3 million for the 2024-25 season during their League One campaign, with more than half of revenues generated outside the United Kingdom, primarily from North America. Projections for 2025-26 foresee revenue growing to £43.9 million, reflecting the club’s expanding commercial reach.
The newly unveiled kit, sponsored by Firefox and launched in a prominent Times Square store, signifies another step in the club’s evolution. This sponsorship replaces United Airlines, a shift from the pre-takeover era when smaller local sponsors such as Ifor Williams Trailers featured on the shirts.
Managed by Phil Parkinson, who joined amid pandemic disruptions and has guided the club through its recent successes, Wrexham’s growing global footprint was evident during their US tour, which included matches against top-flight English clubs and culminated with the friendly against Liverpool.
For even a brief moment, the association of Wrexham with major global football events like the Premier League and Champions League seemed a plausible future, reflecting the club’s unique blend of sports, entertainment, and community appeal.