Ryan Reynolds and Wrexham AFC co-owner Rob McElhenney both made their own personal debuts on the en-vogue short-form video app to mark the North Wales’ National League club’s new two-year shirt sponsorship deal with TikTok.
Following from Hollywood megastar ownership and the linked ‘Welcome To Wrexham’ FX documentary series, the team’s visibility rose again in late June when global social giant TikTok signed on as the team’s new primary partner.
TikTok, unsurprisingly, announced the deal through a video on its own platform and the alliance also saw the club launch its own official TikTok account which will feature all those involved at the club – including actor/owners Reynolds and McElhenney.
@wrexham_afc Wrexham is the Name, @tiktok is too ⚪️ ##WxmAFC ##foryoupage
Plus Reynolds and McElhenney also made their personal TikTok debuts to promote the sponsorship deal.
@vancityreynolds Oh no. @wrexham_afc @tiktok
@rmcelhenney @wrexham_afc @tiktok
The TikTok partnership, which will see the brand’s logo on the front of the team’s shirt next season, is not just a financial and visibility benefit for the club, but according to the owners also offers fitting synergy as both sponsor and club have a ‘scrappy underdog culture’ which define their history.
“The idea that TikTok would sponsor a smaller North Walian club on the rise was too good to resist, and the TikTok team calmed my anxiety – however briefly,” said Reynolds. “I do think it’s a great match, though, since TikTok is about joy and creativity and is a platform for underdogs.”
Outlining how the football tie-up makes strategic sense for the brand, TikTok Global Head Of Marketing Nick Tran added: “TikTok is uniquely positioned at the center of entertainment, technology and the creator community to help bring Wrexham A.F.C.’s story to life to global audiences. TikTok is proud to play a small part in championing the return of Wrexham AFC to the top-flight of football and sharing the journey with the town of Wrexham, our community and fans everywhere, in ways only TikTok can.”
“To have TikTok on the front of our shirts is a great coup,” commented Wrexham AFC Executive Director Humphrey Ker. “And we are sure it will be popular among our fanbase, as well as with those who are active on TikTok. The opportunity to access the full breadth of their social reach creates a community-building opportunity many will envy.”
Comment:
Reynolds also hopes that the deal might lead to more brands sponsoring sponsor smaller organisations that reflect and represent their values – rather than just relying on big ticket, mass-market deals with the highest-profile teams.
“Everyone loves an underdog, and I think people are a little numb to huge brands sponsoring huge teams,” Reynolds added. “I would love if this led to more big brands partnering with teams you wouldn’t expect. If there was a professional curling league—is there?—and I ran the 7-Eleven brand, Slurpee would be all over it.”
Of course, as striking and surprising as some may find this Wrexham/TikTok deal to be, it’s not the first ‘mega brand backs sporting minnow’ sponsorship that Activative has covered in recent years.
June 2021 also saw Cannes Lions award its ultimate Grand Prix to Burger King’s memorable and global ‘Stevenage Challenge’ social media and football gaming campaign activating its sponsorship of English League Two side Stevenage FC.
From TikTok’s point of view, this latest football activation follows on from its more mainstream sponsorship with UEFA and its ‘Where The Fans Play’ Euro 2020 activation, while for Wrexham the marketing comes after its May 2021 ‘Welcome To Wrexham’ FX show promo campaign.
According to the UK media regulator Ofcom, TikTok grew from 3m adult visitors in September 2019 to 14m by March 2021 in the UK alone.
Leave a comment
You must be logged in to post a comment.