Wrexham makes no money from Welcome to Wrexham. Not a penny in direct revenue from the docuseries that made them one of the most recognisable football clubs on the planet. The entire financial story is more interesting than that.
Before Rob McElhenney and Ryan Reynolds walked through the door, Wrexham were pulling in $1.55 million a year as a non-league side. Their latest financial results — covering the 2024-25 season when they won promotion to the EFL Championship — show a turnover of $45.05 million. Club sources expect that to hit around $65 million once their first Championship season is accounted for. Same club. Forty-odd times the revenue. Non-league to second tier in a handful of years.
The sponsorship effect
The show doesn't pay Wrexham. It sells them. Sponsorship revenue in the last financial year hit $23.46 million — against a League One average of around $2.7 million. United Airlines on the front of the shirt, Meta Quest on the back, HP on the sleeves, STōK Cold Brew holding the stadium naming rights. That's not a portfolio you build with league position alone.
Chris Bagnall, the founder of marketing agency Transmission, explained exactly how HP ended up involved. His team were in a strategy meeting looking at ways to humanise HP's small and medium business story when Welcome to Wrexham came up in conversation. He described Wrexham as "the SMB of the soccer world." Shortly after, he was on the phone arranging a meeting with Ryan Reynolds ahead of a home game.
That's the docuseries working as a sales tool in real time — and it keeps working long after an episode airs.
Geography matters here too. A reported 57.7% of Wrexham's revenue now comes from North America. A sold-out preseason tour of Australia and New Zealand last summer. Retail income hit a club record $6.84 million. These are not the numbers of a mid-table Championship side — they're the numbers of a brand that happens to play football.
Three more seasons already locked in
Even before Season Five premieres on May 14, 2026, Disney had already renewed the show for three additional seasons. That kind of commitment changes the negotiating position for every sponsorship conversation Wrexham has this summer.
McElhenney put it plainly: "When Walt Disney comes out and says, 'We want to buy three more seasons of the show,' that is a pretty good indication that people are watching. That means sponsors, revenue dollars, and other fans are going to look at us."
He's right. The Disney endorsement does the work a viewing figure never could — it signals scale to the corporate partners who write the big cheques. Wrexham's commercial team walks into those meetings holding something most Championship clubs simply don't have.
Season Five will follow the men's first team through the Championship — the highest level the club has played at in 162 years — while the women's side chases a first Welsh league title. Disney didn't renew three more seasons of a fading story. The Red Dragons are still climbing, and the cameras are still rolling.
