Ancestry partners with Wrexham AFC on a groundbreaking partnership that has changed the rule book on authentic partnerships rooted in a powerful storytelling through family history and legacy. The campaign connected Wrexham’s 160-plus years of heritage, Welsh identity and multigenerational support with Ancestry’s mission to help people discover the stories that shape who they are. Rather than approaching the partnership as a traditional sponsorship, Ancestry became part of the club’s culture across entertainment, social content, merchandise, stadium media, team apparel and fan experiences. Building on the global success of the FX series “Welcome to Wrexham,” Fancestry extended the series’ celebration of the club’s history, community and multigenerational support into an invitation for fans to discover the personal stories behind their own identities. Co-owners Ryan Reynolds and Rob Mac became active participants in Fancestry, using their own family discoveries, humor and global platforms to extend the campaign beyond sponsorship and invite fans into the experience themselves. Season 5 featured a one-minute integration in which Nathan Broadhead discovers his Welsh heritage. The moment was extended beyond the episode through custom “Cousin Reveal” companion content designed for social audiences. Earlier, two Wrexham players, Aaron James and Matty James, also used AncestryDNA to investigate whether sharing a surname and a dressing room meant they also shared a family tree. At the center of the work was a series of stories that made family-history discovery feel entertaining, contemporary and personal. Wrexham players explored whether a shared surname revealed a shared lineage, fans were invited to recognize football traditions as inherited history, and Ryan Reynolds used humor and his own unexpected family discovery to bring Ancestry to a wider cultural audience. Fancestry also extended into commerce through a limited-edition bundle pairing an AncestryDNA kit with a Wrexham scarf featuring the traditional Welsh Caernarfon pattern and the club line “History only tells a story.” Together, the campaign reframed genealogy as something living, social and culturally relevant. It invited fans to reflect on the chants, rituals, stories and loyalties they had inherited as part of their own history and then use Ancestry to discover what else had been passed down.