Ryan Reynolds: The Secret Genius Behind Wrexham A.F.C.’s Rise

In November 2020, Hollywood star Ryan Reynolds partnered with fellow actor Rob McElhenney to rescue a beloved but struggling Welsh football club. Their blend of passion, creative marketing, and smart investments turned Wrexham A.F.C. into a global phenomenon.

The Wrexham Rebuild Origin

While shooting Apple TV’s Mythic Quest, Rob McElhenney bonded with British comedian Humphrey Ker over English football during Covid lockdowns. Ker recommended “Sunderland ’Til I Die” and the “All or Nothing” series, sparking Rob’s fascination with the sport’s grassroots passion. Together with Reynolds, they built a matrix scoring clubs on fan base, history, geography, and financial health. Wrexham A.F.C.—a club backed by 2,000 supporters trust members—emerged as a “sleeping giant.” In November 2020, Reynolds LLC and McElhenney purchased Wrexham for £2 million, winning overwhelming support from the trust. Their mission: revitalize the team and uplift the entire town.

“I wouldn't characterize myself as an entrepreneur. I would characterize myself as someone who has found a couple of different things in life that I believed in with every cell in my body and this is one of them.” — Ryan Reynolds

Becoming Deadpool

Ryan Reynolds’ Deadpool breakthrough in 2016 redefined his career and business trajectory. After early missteps in X-Men Origins: Wolverine (2009) and Green Lantern (2011), Fox’s leaked July 2014 test footage of Deadpool exploded online, showcasing Reynolds’ comedic timing and meta humor. Fans rallied, and Deadpool grossed over $780 million worldwide. Reynolds reportedly earned a $22 million payday, funding his pivot to entrepreneurship. In 2018, he launched Maximum Effort Productions and Maximum Effort Marketing, applying blockbuster-level audience engagement to corporate branding. The Deadpool effect taught him to break the fourth wall—both on-screen and in marketing—creating a persona that feels relatable, irreverent, and authentic.

Maximum Effort Marketing & Aviation Gin

Reynolds invested early in Aviation American Gin, joining as a shareholder and public face. In December 2019, after Peloton’s holiday ad drew widespread criticism, Reynolds seized the moment. He produced a witty response featuring the original actress drowning her sorrows in gin, turning a PR disaster into a marketing masterstroke. This agile move generated tens of millions of views, demonstrating his talent for viral content. By 2020, Diageo acquired Aviation Gin for $610 million, of which Reynolds pocketed $122 million while retaining a stake and a 10-year marketing agreement. His involvement ensured the brand’s self-aware tone continued to resonate in a crowded spirits market.

Mint Mobile, Authenticity & Becoming A Baller

Reynolds’ investment in Mint Mobile highlights the power of genuine endorsement. A longtime user before joining as an investor, he embraced the company’s value proposition—low-cost unlimited plans and no-frills service. In November 2019, he starred in a holiday ad admitting that while other carriers spent billions on advertising, Mint bought “spiffy stock footage” for $500 to share its three-month free trial. His deadpan, self-aware approach underscored authenticity and resonated on social media. In March 2023, T-Mobile acquired Mint Mobile for $1.35 billion, netting Reynolds roughly $337 million. His offbeat commercials and direct engagement turned Mint into a formidable telecom competitor.

Wrexham Rebuild

Under Reynolds and McElhenney, Wrexham has achieved back-to-back promotions: from the National League to League Two in 2022, and then to League One in 2023. The club’s transformation is chronicled in FX’s Welcome to Wrexham, which captured global attention and introduced millions to the Racecourse Ground’s storied past. A U.S. preseason tour sold out stadiums, merchandising revenues soared, and international broadcast deals followed. Former Premier League goalkeeper Ben Foster signed on, exemplifying the club’s newfound pull. The chief executive of North Wales Tourism credits Wrexham’s revival with a £1 billion boost to the local economy [verify], demonstrating the profound community impact beyond the pitch.

Everybody Hates Wrexham?

Not everyone cheers Wrexham’s rapid ascent. Traditionalists argue that celebrity ownership and deep pockets undermine fair competition, dubbing the club “Wrexham Utd.” Online forums and rival fans frequently accuse Reynolds and McElhenney of buying success. The owners counter skepticism by investing in more than first-team stars: they donated £10,000 after a player’s family tragedy and contributed £6,000 to upgrade facilities for a disabled supporter [verify]. They also elevated the women’s team with professional coaching. Reynolds received the 2024 LR Award from the Wales Community Foundation, a testament to their genuine commitment to social responsibility.

Diversifying Income

Reynolds’ venture portfolio extends well beyond football. He holds equity in Canadian payments firm HiMama, cybersecurity leader PasswordBox (now 1Password), and various tech startups. In June 2023, he and McElhenney invested 24% in Alpine F1 and acquired shares in Liga MX’s Club Necaxa. His businesses—gin, mobile, software, and sport—benefit from shared marketing tactics and Reynolds’ personal brand. He cross-promotes across platforms, weaving each venture into a narrative of innovation and interconnected growth.

Losing Money & Future-proofing

Financial volatility plagues lower-league clubs: Wrexham reportedly lost £5 million in their promotion season, while the owners’ company is owed about £9 million [verify]. Reynolds and McElhenney acknowledge that with each promotion, operational costs—player wages, facility upgrades, travel—rise significantly. They emphasize sustainable revenue streams: membership campaigns, local partnerships, and broadcast rights, all underpinned by creative marketing. Their candid approach highlights that even Hollywood’s biggest names must navigate football’s fragile economics with prudence.

Conclusion

Key takeaway: Blending authentic marketing, strategic partnerships, and community investment can turn underdogs into champions—on the field and in business.

How can you apply these lessons to elevate your own ventures and communities?