Promoting Wrexham AFC’s new partnership with global technology company HP Inc, club co-chairs Rob McElhenney and Ryan Reynolds fronted a new ‘Up(grade) The Town’ campaign.
First posted on their personal social feeds and then running across the newly promoted League Two club’s own digital channels and HP’s platforms, the launch activation kicked off with a comic video featuring Rob and Ryan attempting to outline their tech vision for Wrexham and demonstrate their IT expertise.
The launch spot, titled ‘HP & Wrexham AFC: Up(grade) The Town!’, was first posted on 11July and includes copy stating ‘Thankfully the Grounds Crew have been relieved of their part-time IT duties. Proud to announce @HPInc as @WxmAFCofficial‘s global technology partner.’
The HP logo will be featured on the matchday shirt sleeve from the start of the 2023-24 season, including the club’s ‘USA Invasion’ 2023 Summer tour where Wrexham AFC will play teams including Chelsea, Manchester United and LA Galaxy, in North Carolina, California and Pennsylvania.
The Palo Alto company will also benefit from brand exposure on the ‘Welcome To Wrexham’ Disney docu-series which shot the then non-league club to global fame.
Wrexham AFC Co-Chairs McElhenney and Reynolds commented in the PR statement: “HP was born in a garage in 1939 and has become one of the leading technology brands in the world. Wrexham Association Football Club was born in a bar in 1864 and is on its way to great things. We could not think of a better partner on this ride, for the club and the community. Plus, our tech game really needs an upgrade. Pretty sure we still have flying toasters as screensavers on some of our computers.”
HP’s Global Chief Marketing Officer Vikrant Batra added: “As with football, technology has the power to connect and unite people all over the world. The passion of Wrexham’s fans to rally around their beloved football team, throughout the highs and lows, has been an inspiration to us at HP. We’re excited to bring the power of our technology to the club and broader community, supporting them to achieve their goals.”
Wrexham AFC Executive Director Humphrey Ker commented: “We are delighted to partner with HP – their expertise will be of great benefit to Wrexham and is exactly what the club needs to continue its growth as we return to the Football League. As part of the stadium redevelopment project, we have prioritised the use of technology to create the best fan experience. HP’s tech and know-how will help us achieve this, as well as improve and become more efficient everywhere at the STōK Cae Ras.”
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Add this ad to the long list of things Ryan Reynolds continues to get right.
This campaign follows on from notable other recent Wrexham sponsor announcement campaigns and activations such as the ‘Wrexham United’ campaign unveiling of United Airlines as the club’s front of shirt sponsor, the 2021 ‘TikTok Shirt Sponsorship Unveiling’, 2021’s National League sponsor Vanarama’s ‘Hollywood Sign’ season kick-off stunt, as well as Reynold’s 2023 ‘Mint Mobile Family Plan’ campaign with Wrexham striker Paul Mullin and, of course, the original ‘Welcome To Wrexham’ FX show trailer.
HP’s decision to become Wrexham’s global technology partner will see the California headquartered multinational IT giant deliver devices and services to help the Welsh team on and off the pitch.
HP tech will be installed across the club’s coaching and training programmes and back-office functions, as well helping improve the fan experience.
HP has also has committed to having ‘a meaningful impact in the local community.’
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