Royal Bank of Canada has partnered with Wrexham AFC as the back-of-kit sponsor for the club that has risen to prominence through the ownership of actors Ryan Reynolds and Rob McElhenney.
The Welsh club debuted the new kits at its season-opening match against Cardiff City on Aug. 17, featuring the RBC shield and name above player names and numbers. The logo appears on the home and away jerseys for both Wrexham AFC men’s and women’s teams.
Image courtesy of RBC
RBC chief brand officer Shannon Cole says the sponsorship falls under the lender’s strategy to partner with prominent sports and entertainment properties as it looks to expand awareness globally, pairing the bank “alongside one of the most culturally resonant stories in modern sport.” The partnership will provide further opportunities for custom-content integration, fan and community engagement, client hospitality and in-venue marketing and signage to tap into AFC Wrexham’s growing fanbase.
“What excites us from a marketing perspective is the opportunity for global reach, while also continuing to build our sports and entertainment sponsorship portfolio in ways that represent the power of ideas and impact of community,” Cole tells strategy.
Since purchasing the club in February 2021, Reynolds and McElhenney have chronicled the club’s rise from the fifth tier of English soccer to its current spot in the second-tier EFL Championship through their Welcome to Wrexham documentary series. RBC says Vancouver-born-Reynolds and the American McElhenney will further leverage the partnership to create more unique experiences for Wrexham AFC fans.
“We’re thrilled to welcome RBC to Wrexham. One of us opened his first bank account with Royal Bank of Canada … We’ll let you guess which one,” Reynolds and McElhenney said in a joint statement. “So this one is personal. We look forward to making sure people understand the global reach of RBC as Wrexham continues its march to worldwide football fame.”
Serving as the official bank and official wealth management partner, RBC will also sponsor the Wrexham AFC Foundation charity that serves provides sporting opportunities to communities across North Wales.
The deal comes as RBC looks to accelerate its growth across European markets through its asset management, capital markets and wealth management lines of busines. Un June, the bank hired Sian Hurrell and Robin Beer to serve as co-CEOs of the European operation. Today the bank operates across 11 regions in Europe, including the U.K., France, Germany, Switzerland, Spain, Ireland and Belgium.
– Welcome to Wrexham image courtesy of Disney+
