Wrexham AFC’s rise from lower-league afterthought to global football phenomenon has been fueled by ambition, smart investment, and a knack for partnering with like‑minded disruptors. Its latest move continues that trend: a new multi-year deal naming KNOX Hydration as the Club’s Official Hydration Partner.
The partnership links two brands built on a challenger mindset—Wrexham, now competing in the EFL Championship after a record-breaking three straight promotions, and KNOX, a functional sports hydration brand taking aim at the sugar‑loaded status quo of sports drinks.
As part of the agreement, KNOX products will be integrated into the daily training and matchday routines of Wrexham’s men’s and women’s first teams and Academy. KNOX will also take naming rights to the Club’s newly installed training pavilion, positioning the brand at the heart of Wrexham’s performance environment.
“Wrexham AFC represents everything we look for in a partner: ambition, authenticity, community and a relentless drive to grow,” says John Schaefer, CEO of KNOX Hydration. “The club’s remarkable journey and its global connection with fans align closely with the KNOX mission as we continue our growth. This partnership gives us an opportunity to bring KNOX to a passionate new audience while supporting the players, supporters and communities that make Wrexham so special.”
Recently launched in the UK and Europe and expanding in the US, KNOX is formulated with electrolytes, amino acids, vitamins and minerals to support hydration, replenishment and recovery—without sugar or caffeine. For a club built on squeezing every edge out of preparation and performance, the fit is obvious.
“I am delighted to announce KNOX Hydration as our new Official Hydration Partner,” says Wrexham AFC CEO Michael Williamson. “As an ambitious brand looking to make an impact both locally and globally, they share many of the values that have helped drive our journey in recent years, including a strong commitment to the community.”
Beyond the elite players, both sides stress a shared goal: getting more people moving. KNOX and Wrexham plan to explore initiatives that support participation, wellbeing and a more active community in Wrexham—from professional athletes to kids lacing up for the first time.