Wrexham’s Transfer Window Got A Buzz

👋 Welcome back to Sponcon Sports, a weekly newsletter dedicated to sponsored content strategy in the sports industry!

The Nashville Predators didn’t just post a schedule release video—they created a reason for fans to engage with it.

After dropping their hero video—featuring cameos from Old Dominion, Lainey Wilson, Bobby Bones, Dustin Lynch, Nashville Severe WX, and more—the Nashville Predators launched a sweepstakes tied directly to the content.

To enter, fans had to answer nine questions (eight of them based on the video) for a chance to win two tickets to a Preds preseason home game.

It’s a simple but effective tactic:

• It gives fans a reason to really watch the video—not just like it on social and scroll past.

• The format rewards attention. You can’t skip or scan your way through the questions.

• The YouTube video is embedded directly in the entry form, so fans don’t have to leave the page—minimizing drop-off.

• And best of all, it creates a win for multiple departments: the content team drives deeper engagement, and the marketing team collects first-party data for future ticket sales and paid media targeting.

More views. Better data. Higher intent. That’s a schedule release strategy worth replicating.

In Today’s Edition:

• Wrexham’s Transfer Window Roast ☕️ 

• Live TV Dude Wipes-Out 💦 

• Going Gaga For Ellie The Elephant 🐘 

🏊️ DEEP DIVE
Wrexham’s Coffee-Fueled Sponcon Strategy

Wrexham AFC turned player signings into must-watch content—again.

Last summer, they dropped 2024’s best sponsored content series: the HP Contract Printer.

Fans tuned into a livestream to watch an HP Smart Tank printer spit out new player contracts—followed by a headshot for extra clarity. The campaign racked up over 2.4M views on X alone.

Tough act to follow.

But in 2025, Wrexham brewed up something just as bold—this time with stadium naming rights partner STōK Cold Brew Coffee.

Sponcon Brewed For Success

Team transaction content is one of the most valuable plays in digital sports sponsorship. These posts perform incredibly well—because fans are anxiously waiting for the news.

Wrexham could’ve just slapped a “Transfers fueled/brewed by STōK Cold Brew” lockup on every post and called it a day. But they went way beyond the logo.

As presenting sponsor of the 2025 Transfer Window, STōK was front and center every time a player signed—with product placement that hit every touchpoint.

Each announcement showed the new signing at a table, freshly signed contract in front of them. Right beside it? A co-branded STōK bottle and a glass full of cold brew.

Product integration? Check.

STōK also appeared on the step-and-repeat backdrop behind each player—a perk from their stadium naming rights deal. Smart move. It gave them 100% share of voice during these high-engagement moments.

Clear branding? Check.

The cherry on top? Every caption included a coffee-themed pun:

• Ryan Hardie: This one’s been brewing for a while...Welcome to Wrexham, Ryan Hardie 🤝

• Danny Ward: Wrexham in his veins and ice in his cold brew. Welcome back to the STōK Cae Ras, Danny Ward 🧤

• Liberato Cacace: The ink’s dry and the brew is cold. Say hello to Liberato Cacace.

• George Thomason: Another bold move, Welcome to Wrexham, George Thomason.

• Josh Windass: Josh Windass will be helping to fuel our next season in the Championship.

• Lewis O’Brien: Not your average Cold Brew. Not your average signing. Welcome to Wrexham, Lewis O’Brien.

Message alignment? Check.

From the foreground to the background—and even in the captions—STōK’s presence was impossible to miss. Wrexham even branded the paper players signed, a detail we saw firsthand from Ryan Hardie’s POV as he wore Ray-Ban Meta glasses during his first day at the STōK Cae Ras.

Despite the heavy integration, it never overshadowed the moment.

On X, impressions nearly doubled (+84%) compared to last year’s HP campaign—jumping from 2.4M to 4.5M. Even more impressive: the STōK campaign needed only 7 posts to do it, versus 16 the year prior.

The Takeaway

Heavy brand integration doesn’t have to mean intrusive branding. Wrexham and STōK struck the perfect balance, delivering bold brand presence while keeping the spotlight on the players and fans.

When done right, brand integration doesn’t compete with content—it complements it. This campaign shows how thoughtful sponsorship can elevate team stories and fan excitement without compromising authenticity. The club, the fans, and STōK all came out winners.

🔍️ SPONCONSPIRATION
Steal These Ideas

DUDE Wipes made a splash with the Cleveland Browns this week as the team unveiled its new Alpha Dawg uniforms on Lake Erie. The brand teamed up with @rosssmith to capture the moment—and he wiped out on live TV, generating millions of views on social.

Ellie the Elephant stole the show at New York Liberty’s Pride Night, with a GRAMMY’s-inspired arrival on the Snipes carpet and channeling Lady Gaga before an epic halftime performance.

The Dallas Wings challenged their players to write in cursive ahead of their Back to School game, sponsored by Texas Life Insurance. A fun reminder that theme nights can live beyond the arena and still drive attention.

Atlanta United put their spin on @HumansOfNY, launching a Humans of Atlanta series in partnership with MARTA.

Pets were the surprise MVP this week in U.S. Soccer content. The Portland Thorns launched a Player Pets series with Ring, cleverly highlighting a secondary use for a security system. Over in MLS, St. Louis City SC debuted a competition show in partnership with Purina to crown the first official team pet in league history.

You have to watch NASCAR’s Top Gun: Maverick-themed video announcing its 2026 race at the Coronado Navy Base in San Diego.

Scottish Rugby dropped a new episode of Colling Off, where women’s national team players chat while sitting in YETI coolers filled with ice.

The Chicago White Sox dropped a four-part YouTube docuseries, ‘05 Forever presented by Rate, celebrating their 2005 World Series team.

🚨 ICYMI
What To Watch For

Messi, Unfiltered: TikTok, Major League Soccer, and MLS Season Pass on Apple TV are bringing back the Messi-Cam livestream for four matches—starting this Saturday with Inter Miami vs. Necaxa.

Tap To Guess: Instagram’s Quiz sticker is now available in Feed posts and Reels. The feature lets users ask a question and add up to four multiple-choice answers directly in the caption [via Lindsey Gamble].

Brugge Goes Behavioral: Club Brugge is overhauling its membership model. Ahead of the 2025–26 season, the team is shifting from a cashback system to a points-based loyalty program that rewards both purchases and fan behavior.

The Inside Scoop: Jenna Dailey shared insights from Rachel Karten’s interview with Instagram. For Link in Bio paid subscribers, Karten’s chat with the platform breaks down which content formats to use based on specific goals.

Full Throttle Gaming: NASCAR is dropping a console game this fall. Launching October 14, the game is built in collaboration with iRacing.com, which will bring championship-level sim racing tech to consoles [via Nick Rend].

The Verdict Is In: Kraken and Williams Racing are keeping fan content simple—and it’s working. Louis Docherty analyzed why the team’s Vowles Verdict video series is a great example of low-lift, high-impact engagement.