As Wrexham AFC continues its latest promotion push, club co-chairman Rob McElhenney announced Tuesday the creation of More Better Industries, an umbrella company above new advisory, venture investing and production outfits.
The It’s Always Sunny in Philadelphia star, along with Ryan Reynolds, bought Wrexham for $2.5 million in 2020. They’ve turned the lower-level side into a global brand, in large part thanks to the success of docuseries Welcome to Wrexham. As the third season nears its debut in April, Wrexham’s value has already increased by approximately 300%.
Among other clients, More Better Advisory will oversee Wrexham-related commercial and brand partnerships, including the recently announced tie-up with Ally Bank, which will sponsor the Wrexham women’s team’s first U.S. trip this summer.
“Our ultimate goal is to make Wrexham the best women’s football team in the world,” McElhenney recently told The Athletic. “I say that with great respect for the incredible talent around the globe in women’s football. We know the journey will be long and arduous, but if you’re gonna dream, why not dream big?”
Chief strategy officer Kelsey Trainor will lead the advising firm.
More Better Ventures plans to invest in properties adjacent to McElhenney’s current orbit across sports, entertainment and related assets. Like with Wrexham, those acquisitions are expected to have storytelling elements to their strategies as well. McElhenney is already an investor in F1’s Alpine Racing, having joined Reynolds in a transaction that valued the team at more than $900 million.
More Better Productions is officially launching as well after being listed as one of the producers of Welcome to Wrexham. The company plans to pursue additional scripted and unscripted sports stories in addition to other genres. Jackie Cohn has run that effort since 2022.
