After turning Wrexham AFC into a $150 million global sensation, powered by storytelling and radical fan engagement, Ryan Reynolds and Rob McElhenney are taking their playbook to new territory — and this time, they’re headed to Mexico.
But they’re not going alone. Actress and entrepreneur Eva Longoria joins the duo as a key stakeholder in a bold new project: Club Necaxa.
And once again, the cameras are rolling.
A New Series. A New Market. A New Test.
Disney+ and FX are backing “Necaxa”, a new docuseries centered around one of Mexico’s oldest and most storied football clubs. But unlike Wrexham, this isn’t a feel-good rise-from-the-bottom story. Necaxa isn’t an underdog. It’s a sleeping giant.
This project is about revival — reawakening passion in a legacy club, and doing so with a new-age lens of content, commerce, and community.
Longoria’s role goes far beyond investor — she’s directly shaping the club’s brand narrative, interviewing staff, helping script the vision, and anchoring Necaxa within a broader cultural movement.
Why Necaxa? Why Now?
Liga MX, despite not having the same global sheen as the Premier League or La Liga, is a commercial powerhouse:
- It draws larger U.S. Spanish-language viewership than both the EPL and MLS.
- It taps into the massive and loyal Mexican diaspora.
- It offers a platform where narrative meets numbers.
Necaxa, situated in Aguascalientes, has history, identity, and room to grow. It’s the perfect test case to see if the Wrexham formula is not just repeatable — but portable.
The Wrexham Playbook: Content + Access + Emotion
Wrexham didn’t become a $150M story by winning promotion alone. It did it by offering fans something deeper:
Unfiltered access to owners, players, and operations
Human storytelling that blurred lines between sport and entertainment
A brand that transcended geography and became a movement
Necaxa aims to do the same, but with added scale — targeting both U.S. and Latin American audiences through platforms that already have reach and trust.
Can The Model Travel?
This is more than a media experiment. It’s a litmus test for the future of sports ownership.
- If Necaxa succeeds, it proves that Wrexham wasn’t a one-off, but a new blueprint for transforming clubs into media-first, emotion-led, globally monetizable assets.
- If it doesn’t, it could suggest the Wrexham phenomenon was a unique cocktail of timing, novelty, and narrative.
Either way, the sports world is watching — because the results could redefine how clubs are bought, built, and broadcast in the modern age.
At our consultancy, we help clubs, leagues, and investors unlock brand storytelling, drive fan engagement, and scale their content strategies globally.
If you’re a:
Club looking to rebrand or revive your narrative
League interested in globalizing your IP
Sponsor seeking deeper fan resonance
Investor exploring football properties…
We can help you build your own — responsibly, authentically, and profitably.
Let’s Talk
Whether you’re in Mexico City, Manchester, or Mumbai — drop us a line to explore how sports, story, and strategy can fuel your next chapter. Book your introductory call here.
