Wrexham are heading into the 2026-27 Championship season with another commercial boost after Ryan Reynolds and Rob McElhenney’s club confirmed Nex as their new shirt sleeve partner.
The agreement was announced in June and gives Wrexham another visible sponsorship asset before the new campaign begins at the SToK Cae Ras.
It also arrives at a point when Wrexham AFC commercial growth remains one of the clearest differences between the club and many Championship rivals.
The figure to watch now is £30m. Kieran Maguire has confirmed that Wrexham’s Championship commercial income should move towards that mark.
Wrexham’s £30m commercial path is taking shape
Ryan Reynolds and Rob McElhenney have already helped build a platform that stands out in the EFL. Wrexham recorded £33.3m in turnover for 2024-25, with commercial income including £17.34m from sponsorship and £5.07m from retail.
Those figures were built while Wrexham were still operating below the Championship. The step up brings bigger costs, but it also gives sponsors a bigger stage.
Maguire’s view is that the club should not be judged like a normal second-tier side. He described Wrexham as “a streaming service club” because so much of their attention comes through the documentary and the global profile of their owners.
“In the Championship that £25m figure should get to £30m. If they get to the Premier League then, as long as Reynolds and Rob Mac stay at the club, there is no reason they can’t hit £50m.”
Ryan Reynolds and Rob McElhenney still give Wrexham a rare advantage
The owners remain central to this story. Their profile has helped Wrexham move from a local football institution with deep roots into a global commercial proposition.
That does not remove the pressure on the football side. It does mean Wrexham have access to partners that would once have felt out of reach for a club at this level.
The ownership structure has also broadened. Reynolds and McElhenney remain majority owners, while Apollo Sports Capital and the Allyn family have added minority investment, with stadium development among the major aims.
That balance matters for Wrexham transfer plans and the wider club. Commercial growth only helps if it supports the long-term base, from the squad to the Racecourse.
Nex deal adds another layer to Wrexham’s growth plan
The Nex deal gives Wrexham another example of how the club are selling more than shirt space. The agreement includes sleeve branding, matchday activations and community work through the Wrexham AFC Foundation.
Reynolds and McElhenney framed the partnership in familiar terms when the deal was announced.
“Nex Playground and Wrexham both have big dreams and have experienced giant leaps forward in the past few years. We look forward to growing together, and Nex Playground consoles also allow the esteemed but aging Wrexham Co-Chairmen the ability to keep playing and competing but with less risk of ACL tears.”
Nex president Tom Kang also highlighted the community element, saying the company was proud to work with a club that had inspired supporters around the world while staying close to local families.
For Wrexham, the wider picture is clear. A new sleeve sponsor will not win promotion on its own, but another commercial step towards £30m strengthens the platform around Phil Parkinson and his squad before another demanding Championship season.
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