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Exclusive: Wrexham agree deal with Firefox to become club’s new front-of-shirt sponsor

Rob Mac and Ryan Reynolds attend a red carpet event for FX’s Welcome to Wrexham in April 2026 Frank Micelotta/Getty Images

By Richard Sutcliffe

July 8, 2026

Wrexham’s new main shirt sponsor from the 2026-27 season will be Firefox after the club owned by Ryan Reynolds and Rob Mac agreed a multi-year deal with the web browser, The Athletic can reveal.

The partnership will see Firefox replace United Airlines as the front-of-shirt sponsor for both the men’s and women’s teams, with their logo adorning the home, away and third shirts from the start of the coming season.

Fans will get their first chance to see the players sporting the new shirt in this weekend’s friendly against Wisla Krakow in Poland, when Phil Parkinson’s side will wear the club’s new away kit.

As part of the deal, Firefox — the independent browser from Mozilla, a global non-profit-backed technology organisation — will also become the club’s official web browser partner.

“We are thrilled to welcome Firefox as our new front-of-kit partner,” says Mac and Reynolds, in a joint statement from Wrexham’s co-chairmen. “We love an underdog story, and both Wrexham and Firefox know the feeling of having to battle giants.”

Firefox is the second major kit partnership deal announced by Wrexham in recent weeks, with Nex Playground last month unveiled as the club’s new sleeve sponsor for the upcoming season. The interactive, motion-based gaming system replaces HP.

No financial value has been put on the Firefox partnership by either party, but the agreement continues Wrexham’s ability to land lucrative sponsorships with global brands such as TikTok, Expedia, Meta and SToK Cold Coffee Brew.

These deals have been integral to the club’s rapid rise through the leagues, Wrexham’s seventh-place finish in last season’s Championship — the highest in their history — having come on the back of three consecutive promotions.

In the most recent set of accounts available for the 2024-25 season in League One, when total revenue stood at £33.35 million, sponsorship income accounted for more than half at £17.3 million, up 31.5 per cent from £13.1 million across the previous 12 months.

Contrast that to the first full year under Hollywood ownership (2021-22) when £1.05 million was banked via sponsorship and commercial, a sum that was substantially up on the previous set of accounts.

So, what does this mean for Wrexham?

Basically, this is a continuation of the approach that has been integral to the club’s rise, with another big-name brand following in the footsteps of TikTok (2021-23) and United Airlines (2023-26) as front-of-shirt sponsors in the Hollywood era.

As with those two previous link-ups with blue-chip companies, no figure is being revealed publicly as to what Wrexham will earn from this latest agreement.

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But the new deal will certainly reflect not only their Championship status but also the global spotlight that accompanies the Welcome to Wrexham documentary, which earlier this year was renewed for another three years to 2029.

A glimpse of what the new sponsor will look like on Wrexham’s away shirtWrexham FC

Firefox replace United Airlines as the front-of-shirt sponsor, bringing to an end a three-year partnership with the airline that began with the club’s return to the EFL in 2023.

Along with the financial benefits of this latest deal, senior figures at the club feel Firefox’s ethos as a challenger brand chimes with Wrexham’s own underdog story, whereby a club who spent 15 years in the non-League wilderness is now knocking on the door of the Premier League.

“Partnering with Wrexham is a natural fit,” says John Solomon, chief marketing officer at Mozilla.

Why are Wrexham so popular with big-name sponsors?

Exposure. Mac and Reynolds at the helm means there’s always going to be eyeballs on Wrexham. Throw in a successful documentary watched around the world and it’s no surprise that even the biggest companies are keen to get involved.

This was as true in non-League — TikTok as a shirt sponsor looked hugely out of place up against the names of more homespun businesses such as Boz’s Fruit & Veg (Woking) and J Davidson Scrap Metal (Altrincham) that adorned rivals’ shirts — as it is today in the Championship.

This global reach explains why there was considerable interest in becoming the club’s front-of-shirt sponsor before eventually a deal was struck with Firefox.

How has this appeal evolved over the years?

Well, at the very start of the Hollywood era and before Welcome to Wrexham had been screened, those companies getting involved on the commercial side were effectively making a leap of faith.

Sure, there was always going to be considerable interest in events at The Racecourse thanks to the presence of Deadpool star Reynolds and Mac, the creator of It’s Always Sunny In Philadelphia. But only after series one of the show had aired in autumn 2022 did it really become clear how big things could get.

Shirt sales are a good gauge of this. In the National League title-winning season (2022-23) when TikTok’s name adorned the front, around 24,000 shirts were ordered and quickly sold out. Pre-takeover, Wrexham had sold a combined 2,750 home and away shirts in 2020-21.

By the 2024-25 campaign, this had grown to an order of 100,000 shirts after a new worldwide merchandising deal with kit supplier Macron had been struck, ensuring the kit could be stocked in all manner of overseas stores, including Dick’s Sporting Goods and Pele Soccer in the USA, plus Ultra in Australia. A new flagship store was also opened in Wrexham at the Eagles Meadow shopping centre.

With the new home shirt sporting the Firefox logo set to be released during the upcoming USA tour — Wrexham face Leeds United in Tampa, Liverpool in New York and Sunderland in Philadelphia after flying out on July 22 — distribution of the home, away and third choice shirts for the 2026-27 season is again expected to breach the six-figure mark.

United Airlines was Wrexham’s main shirt sponsor from 2023 to 2026Charlotte Tattersall/Getty Images

Any other sponsorship news?

This is something of a summer of change with several long-standing deals expiring, including United and HP as front-of-shirt and shirt sleeve sponsors, respectively.

A new back-of-shirt sponsor is also expected to be announced before the start of the new season, while Wrexham’s historic home will revert to The Racecourse Ground once again following the expiry of a three-year naming rights agreement with SToK that had been negotiated ahead of the club’s return to the EFL.

How important is this income to Wrexham given the Championship’s new financial rules?

Huge. Under the new squad cost ratio (SCR) that clubs voted to implement from the start of 2026-27, spending will be restricted to a maximum of 85 per cent of total income, plus a flexible equity top-up allowance of £33 million over a three-year period.

Wrexham’s modest 10,500 capacity is dwarfed by almost all their peers, with West Ham United, for instance, able to fit six times as many fans into the London Stadium every home game. Another nine stadia in next season’s second tier can also host 30,000-plus crowds.

This huge disparity in potential matchday income (Wrexham’s ticket prices were among the lowest in the Championship last term) has to be made up somewhere, particularly with the new Kop not ready for business until sometime in 2027.

Making the most of their USP of celebrity owners and a successful documentary to maximise sponsorship earnings is Wrexham’s way of doing just that.

Richard Sutcliffe

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