Activative analysis Wrexham AFC sponsorships and how partnering with the small, local club in Wales is tactic adopted by global brands to remain culturally and contextually relevant in an evolving marketing landscape and to be part of the cultural conversation. Brands are increasingly on the lookout for where customer eyes and ears are - what are people watching, what they are talking about (and where they are talking) - and then being present in these spaces and in this content in order to maintain cultural relevancy. And it is this approach which is often behind why major global sponsors such as United Airlines & HP have partnered with Wrexham AFC. After all, the club currently tickets multiple boxes: sport, new media, pop culture, story-telling and celebrity. The club has an authentic, feel-good, underdog story and it is being told on a global, new media platform and supported not only by a community, a fan base and a major entertainment giant, but also benefit from famous, smart and socially savvy brand ambassador type owners. In fact, Ryan Reynolds and Rob McElhenney in many ways play the role as brand ambassadors as part of the rights package: they are dream creative collaborators committed to the club and the community of Wrexham and therefore supportive of brand sponsors too.