The Welsh football club Wrexham AFC was acquired by the Deadpool and The Proposal actor, Ryan Reynolds, along with fellow actor Rob McElhenney, in 2020. Their association with the team brought it a great deal of exposure and highlighted the commitment they were willing to go to in terms of globalizing the club. Known for his sharp wit and a humorous touch on everything he does, Reynolds played a significant role in the development of the Super Bowl ad.

As the producer behind the commercial, his creative genius was what helped blend football with Hollywood allure, making it appeal to both football fans and the wider entertainment world. His appearance in the advertisement is a commitment to continuing to grow Wrexham’s opportunities and make the team a part of popular culture. The ad is an example of Reynolds’s larger approach to moving Wrexham forward and placing the team in the forefront by leveraging his celebrity and artistic resources.

The Super Bowl Commercial: A Mix of Dance and Football

In February 2025, Super Bowl LIX, Channing Tatum, best known for his “Magic Mike” persona, was seen with the Wrexham AFC team in a commercial. In it, he walks into the Welsh football team’s locker room and criticizes the goal celebrations. He chose to step in and teach the players a few new dance moves to celebrate. The spot follows with an hilarious sequence in which he teaches them a new move by pulling out a boombox and a bottle of STōK Cold Brew Coffee to demonstrate the move.

The commercial includes Wrexham players like Paul Mullin and Ollie Palmer doing the dance moves enthusiastically, while the whole element is full of fun and camaraderie. The scene was not without its comedic moments, as manager Phil Parkinson walks in and finds his team overly excited, which Tatum struggles to manage. This lighthearted moment perfectly blended sports and entertainment, making the commercial a true highlight of the Super Bowl. The ad captured the essence of what Reynolds and McElhenney have cultivated at Wrexham—a fun, energetic, and community-driven atmosphere. It showed the funny side of the team while still reminding people worldwide of the greatness of football.

Ryan Reynolds and the Commercial

The commercial is a product of Ryan Reynolds’ Maximum Effort production company. Maximum Effort is a creative agency known for its funny content that goes extremely viral. Reynolds’ role in this project went beyond being a producer—he actively helped shape the direction of the ad, ensuring that it was both engaging and reflective of his unique style of humor. Being someone who knows how to create viral, impactful content, Reynolds saw the potential of combining Wrexham’s underdog story with the celebrity appeal of Tatum and the catchy, energetic vibes of the Magic Mike franchise.

His vision was to take a fun, slightly absurd idea like dance lessons for footballers and turn it into something memorable that would resonate with Super Bowl audiences. The ad contains many humorous undertones starting from the funny dance moves to when Tatum is playing with Wrexham players. The outcome is an enjoyable and relatable ad that goes beyond sports fans to anyone who enjoys humor, celebrity culture, and a little bit of dancing.

Channing Tatum’s Participation

Channing Tatum, a dancer and actor, was more than a suitable candidate for the role of a dance instructor in the commercial. He brought his signature charm and humor to the Wrexham locker room, helping to elevate the entire concept. Tatum reacted with excitement and said, “When Rob and Ryan asked me to help their team master the art of the celebration dance, I knew I had to accept the challenge.” His natural comedic timing and his ability to get along with the players made him the perfect choice for this funny and unexpected Hollywood-football crossover.

He’s a star of Magic Mike, so he is no stranger to dance moves, and that experience was key to making the commercial feel authentic and entertaining. Tatum’s playful and relatable presence ensured the ad wasn’t just a celebrity cameo, but rather a significant contribution to the success of the project. Not only does he bring a different dimension to humor but also emphasizes cross-industry associations that have lately gained immense attention in marketing advertisements. Tatum, by agreeing to this association, also emphasizes his desire to experiment and become part of varied creative projects.

Marketing Strategy of STōK Cold Brew Coffee

STōK Cold Brew Coffee, the official stadium sponsor of Wrexham AFC, used this commercial to further the bold, energetic identity of its brand. The company’s decision to use Tatum and Wrexham in a Super Bowl ad was a strategic move to increase its visibility, positioning itself as a brand that aligns with both sports and entertainment. STōK, known for its strong and refreshing cold brew coffee, naturally connected with the active lifestyle and high-energy vibe that the commercial exudes. Featuring both Tatum and Wrexham, the ad embodies a sense of fun and excitement, key elements that STōK aims to communicate through its branding.

In linking its product to a pop culture moment such as the Super Bowl, STōK established itself as an important player in the broader conversation of sports and lifestyle. The ad successfully showed that the brand had an affinity for bold and fun collaborations, thereby solidifying its relationship with dynamic, adventurous personalities and an energetic fanbase. This type of marketing is particularly effective at reaching younger audiences who are fans of both pop culture and sports, offering them a product that aligns with their fast-paced, active lifestyles.

The Impact of Celebrity Collaborations in Sports Marketing

Celebrity collaborations in sports marketing have proven to be a powerful tool for brands and teams alike. Wrexham, along with the sponsors, utilized the household names of Channing Tatum and Ryan Reynolds within the realm of football, engaging a significant slice of fans on both sports and entertainment. It is here where the cross-overs in this two-industry collaboration form some of the cultural moments to which different fans could relate. This ad is a dance-filled, funny sports commercial that well illustrates how worlds of entertainment and athletics come together in some unexpectedly creative ways.

By speaking to the interests of a broad demographic, it also showcases the increasingly important role that celebrity is taking in sports marketing, where those lines between two fields continue to blur. This kind of marketing strategy is not only effective in drawing attention but also plays a crucial role in fostering long-term engagement with fans. Celebrity endorsements, especially in a viral campaign like this one, have a lasting impact that extends beyond the event, creating ongoing conversations and building brand loyalty.

Conclusion

With their partnership with Channing Tatum for the Super Bowl ad, Ryan Reynolds marked a defining moment in the interaction of Hollywood and football. Creative thinking lead by Reynolds, Tatum, and STōK Cold Brew Coffee was able to bring all this together: a memorable, entertaining advertisement that captured the essence of both sports and pop culture. In itself, the advertisement is an exemplary use of how celebrity-led advertising campaigns can further promote a brand, enhance publicity, and be entertaining to the masses.

This was accomplished with the use of Tatum and Reynolds’ star power combined with the high energy of Wrexham AFC for an unforgettable mix of comedy, dance, and football at Super Bowl time. This campaign reflects the growing influence of sports marketing, where entertainment figures not only promote products but become integral parts of the cultural narrative surrounding sports. It’s a powerful reminder of how creative partnerships can elevate both the brands and the teams involved.