Italy’s Macron renews Wrexham kit deal as it targets further UK growth

Italian company Macron and Wrexham AFC have announced the renewal of their long-standing partnership that sees the sportswear brand confirmed as the official technical kit supplier for the Welsh Club in a multi-year deal.

Macron will supply the club with the official team kit, replica kit and official training and travel wear and will have the worldwide retail rights both online and wholesale to retailers, while Wrexham AFC will continue to supply official replica kits and teamwear products, plus all other Wrexham AFC branded products, exclusively in the UK through its official Club Shops and online.

While Wrexham doesn’t have the global profile of some other big-name UK football clubs, its purchase a few years ago by actors Rob McElhenney and Ryan Reynolds focused more attention on it. And seeing three consecutive promotions from National League to the Championship made it even more newsworthy.

This renewal reinforces a long-standing nine-year partnership that was first established in 2016. In that time Macron has grown to become a €220 million plus company. 

Gianluca Pavanello, CEO of Macron, said: “What Wrexham AFC have achieved in recent years has been remarkable. We are thrilled to have been a part of it and to continue this sporting journey together. The interest, loyalty and overall engagement has grown steadily, driving us to create collections that truly reflect the passion for this shirt of both the players and the fans. This is our philosophy – one we bring to our work every day and are proud to share with Wrexham, in a partnership that exemplifies how sport, passion and innovation can come together to create something truly special.”

Macron is raising its profile in the UK in both football and general leisurewear with a kit deal for English Premier team and current FA Cup winner Crystal Palace, as well as for Blackburn Rovers, Stoke City, West Bromwich Albion, Sheffield Wednesday, and Bolton Wanderers. It says that 20% of its total business comes from the UK and earlier this year it launched fashion/leisurewear brand Clubhouse for SS25 online in Britain.

A marketing and retail push specifically for the UK is a prime focus for the AW25 collection online in coming months.