Exclusive: Wrexham agree deal with Firefox to become club’s new front-of-shirt sponsor - The Athletic<br>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 7:59 am EDT Updated<br>Share article
16
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.<br>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.<br>Advertisement
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.<br>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.<br>“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.”<br>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.<br>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.<br>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.<br>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.<br>So, what does this mean for Wrexham?<br>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.<br>Advertisement
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.
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 shirt (Wrexham 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.<br>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.<br>“Partnering with Wrexham is a natural fit,” says John Solomon, chief marketing officer at Mozilla.<br>Why are Wrexham so popular with big-name sponsors?<br>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.<br>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.<br>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.<br>How has this appeal evolved over the years?<br>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.<br>Advertisement
Sure, there was always going to be considerable interest in events at The Racecourse thanks to the...