April 2 – Wrexham AFC has reported record-breaking revenues of £26.7 million for the 2023-24 season—outpacing many Championship clubs and setting a new financial benchmark for a League Two side. This represents a staggering 155% increase from last year’s £10.5 million and dwarfs the League Two average of £5.4 million, according to Deloitte’s most recent football finance review.
Despite the revenue boom, the Welsh club posted a £2.7 million loss for the year, largely due to a soaring wage bill and continued investment in infrastructure. However, this is a marked improvement from last year’s £5.1 million loss and remains well below the typical £20 million shortfall seen in the Championship.
Wrexham’s rapid financial ascent is driven by their global appeal under Hollywood owners Ryan Reynolds and Rob McElhenney. The club, which currently sits second in League One, has leveraged its high-profile status to attract major sponsorship deals, including a stadium naming-rights agreement with U.S. coffee brand Stok, despite the product not being sold in the UK.
The report details that commercial revenue now stands at £13.18 million, a reflection of Wrexham’s growing international brand partnerships. Matchday income reached £5 million, with every home game selling out, while retail sales – bolstered by global demand for Wrexham kits – generated £4.45 million. The club also confirmed that for the first time, revenue from outside the UK surpassed domestic earnings.
While much of Wrexham’s success is linked to the Emmy-winning Welcome to Wrexham documentary, the club does not directly receive revenue from the show. Instead, the exposure has driven sponsorships, merchandise sales, and overseas fan engagement.
The club’s accounts also reveal significant investment in the playing squad, with wages rising to £11 million – well above any League Two counterpart – and additional spending on promotion bonuses, stadium improvements, and an expanded workforce, including their semi-professional women’s team.
Crucially, Wrexham has now cleared £15 million in loans from its owners, signalling a shift toward financial self-sufficiency. Minority investment from the U.S.-based Allyn family has helped steady the ship, too, with plans in place for stadium expansion, a new training ground, and enhanced academy facilities for the near future.
With a third consecutive promotion still in sight, Wrexham could find themselves in the Championship next season – bringing access to increased TV and commercial revenues. The club has already broken its transfer record multiple times this season, reflecting its intent to compete at higher levels.
Commercially, the report detailed Wrexham’s executive team expansion with an eye on further capitalising on its brand strength, with McElhenney openly advocating for greater kit availability in the U.S.
For now, Wrexham’s financial trajectory remains firmly upward, proving that the club’s Hollywood-backed project is not just about entertainment—it’s a serious, and potentially sustainable, football business.
The challenge for the club is turning £26.7 million of revenue into £50 million+, the kind of money required to challenge for the Premier League where the TV deal delivers at £100 million+ annually.
Contact the writer of this story, Harry Ewing, at moc.l1745523413labto1745523413ofdlr1745523413owedi1745523413sni@g1745523413niwe.1745523413yrrah1745523413