The upcoming Monday Night Football encounter between League One sides Birmingham City and Wrexham has generated unprecedented interest on both sides of the Atlantic due to the celebrity owners of the two clubs. Tom Brady, the seven-time Super Bowl champion, is a part-owner of Birmingham City, while Ryan Reynolds, the star of the Deadpool films, and Rob McElhenney are co-owners of Wrexham.
Recent history has added extra spice to what was previously a nondescript Anglo-Welsh contest. Back-to-back promotions for Wrexham and a shock relegation for Birmingham last May have generated plenty of interest in the fixture. The celebrity influence of the owners and the successful pre-season tours of North America have transformed previously provincial Wrexham into a global sensation. Similarly, Birmingham City has attracted attention due to a takeover by Knighthead, a US investment firm fronted by Tom Brady.
AJ Swoboda, managing director of sports intelligence firm Twenty First Group, emphasises the potential of these high-profile figures to generate global interest. However, he also reminds that long-term fan engagement necessitates a combination of sustained sporting success and savvy marketing strategies. An analysis of Google Trends data over the last year indicates that Wrexham has generated 22 times more interest in the US than Birmingham and even surpassed that of Premier League neighbours Aston Villa.
Yet, Wrexham co-owner McElhenney and Brady’s Birmingham City are not just battling on the football pitch. According to fan data specialists CLV Group, there are approximately 36 million US-based soccer fans still undecided on which European team to support; the celebrity-owned Wrexham and Birmingham City are well-placed to capture their attention. Despite the presence of heavyweight clubs like Real Madrid and Barcelona in this race, the underdog story, the visibility associated with high-profile partnerships, and an increased visibility attributed to individual fandoms are expected to work in the favour of the smaller clubs.
The new TV deal that makes CBS Sports the home of the English Football League (EFL) for the next four years is expected to boost the exposure of the league in the US. The head of CBS Sports said that the promotion and relegation setup that sees clubs move up and down the pyramid, like both Birmingham and Wrexham have done recently, is a crucial factor in driving interest in the EFL among American audiences. With the US due to host the 2026 World Cup, sports media analyst Larry Johnson notes the potential for EFL to increase its appeal in Europe.
However, on the pitch, the players will not be concerned with such matters. Wrexham’s recent signing Dan Scarr, who grew up supporting Birmingham, says his focus, is entirely on securing three crucial points against his boyhood club in the highly-anticipated clash. It will be up to the board to weigh up the pros and cons of playing competitive games oversees to increase their profile and increase potential monetary gains.
