Wrexham AFC has landed another major U.S. marketing moment, starring in a Super Bowl commercial for their stadium sponsor, STōK Cold Brew, alongside Hollywood superstar Channing Tatum.

• The ad, created by Ryan Reynolds’ Maximum Effort, features Wrexham players Ollie Palmer, Paul Mullin, Jacob Mendy, and Jack Marriott, as Tatum coaches them on goal-scoring celebrations—offering some questionable choreography.

• STōK Cold Brew likely spent over $10M all-in on the ad, considering the $6-7M Super Bowl airtime cost per 30 seconds, plus additional production, talent, and marketing expenses involved.

• This marks Wrexham’s second Super Bowl activation following last year’s ad, which showcased acting legend Sir Anthony Hopkins as the club mascot, ‘Wrex the Dragon’.

Why It Matters:

With Welcome to Wrexham thriving in the U.S., this move further boosts the club’s brand visibility and long-term valuation.

More importantly, it highlights the power of selecting the right commercial partner(s)—not just the highest bidder. Rather than prioritising a short-term cash injection, Wrexham partnered with a brand willing to invest heavily in activations in key markets. This amplifies exposure beyond the stadium naming rights, demonstrating how smart sponsorships can drive far greater financial upside than upfront fees alone.

Not every club is AFC Wrexham (or Ryan Reynolds), but all teams can consider the alignment and activation budgets of the brands they choose to associate with. An old but gold example is how Samsung leveraged its Chelsea sponsorship, using strategic activations to increase the club’s visibility across key markets in Africa and Asia—a move that paid dividends for both parties..