Ancestry turned a traditional sponsorship into a sports platform built around one powerful truth: fandom, like family history, is inherited. With Wrexham AFC, the brand found a natural connection between ancestry, identity and the generational bonds that make football culture so powerful. Instead of simply putting its logo around the club, Ancestry embedded itself into the fan experience. The partnership appeared on training and warm-up kits, in player-led stories, through co-branded merchandise and across matchday activations. A limited-edition bundle paired an AncestryDNA kit with a co-branded Wrexham scarf, turning the partnership into something fans could physically wear and share. The scarf helped connect club pride with personal heritage, while the accompanying content generated more than 1 million views and nearly 10,800 reactions. Owners Ryan Reynolds and Rob Mac explored their heritage through custom social content, while player Nathan Broadhead’s storyline in “Welcome to Wrexham" and companion social piece dove into his Welsh heritage. Other storylines included players Aaron and Matty James using AncestryDNA to discover whether sharing a surname and a dressing room meant they shared a family tree. The idea came to life even more visibly during Wrexham’s U.S. Summer Tour, where Ancestry showed up in fan zones, on the team bus, across tour marketing and on stadium LED boards during matches against Premier League opposition. Stops included Tampa, Fla.’s Raymond James Stadium, New York’s Yankee Stadium and Philadelphia’s Subaru Park. The partnership brought 415M+ in earned media and potential reach, 3.5M+ video views, 18+ major press placements and 66K+ engagements. Even more importantly, 90%+ of traffic to the partnership landing page came from new-to-brand users, turning fandom into real discovery for Ancestry.