Culture
Birmingham City vs Wrexham: The EFL celebrity derby and a battle for U.S. fandom
The phrase ‘Monday Night Football’ may be no stranger to heavyweight clashes but an all-time NFL great taking on Deadpool has to be a first.
This is Tom Brady tackling Ryan Reynolds, League One’s big spenders going head-to-head with Hollywood FC — or simply, Birmingham City versus Wrexham.
No matter how we dress up a fixture recently described on X by Wrexham co-owner Rob McElhenney as “an absolute banger”, Monday night’s showdown is a big deal on and off the pitch. Two clubs who are the very embodiment of globalised football will meet in a sellout clash that is being broadcast live on both sides of the Atlantic.
“A really, really high-profile match,” says CBS Sports executive vice president Dan Weinberg before Birmingham host Wrexham, which will be shown on two channels as part of the network’s four-year deal with the English Football League (EFL).
“We’ve carried every Wrexham game this season and we’ll continue to lean into them as much as we can. They are impossible to ignore in this country with the celebrity influence they have and the visibility of Ryan and Rob. We are enthused by the growth of their profile in the market.
“These two clubs have owners that resonate very well in this country.”
Not so long ago, few would have batted an eyelid in the United Kingdom over this particular Anglo-Welsh contest, never mind in the United States. The two clubs have very little shared history, other than the £1million City paid for Bryan Hughes in 1997 that remains Wrexham’s record transfer fee.
Now, though, the power of celebrity — plus back-to-back promotions for Wrexham and last May’s shock relegation for Birmingham — means this League One fixture carries plenty of intrigue.
Deadpool star Reynolds and McElhenney, through the success of the Emmy-award-winning Welcome to Wrexham documentary, have turned a previously provincial club into a global sensation with two successful pre-season tours of North America under their belts.
Birmingham are no less fascinating thanks to the 2023 takeover by Knighthead, the U.S. investment firm fronted by co-owner Tom Wagner and supported by minority investor Brady, the seven-time Super Bowl champion.
Relegation at the end of their first season was certainly not part of the script but it has done nothing to dim the group’s huge ambitions, which include building a new stadium after buying a 60-acre plot of land around a mile from St Andrew’s.
Former NFL quarterback Tom Brady became a minority owner at Birmingham in 2023 (Beatriz Velasco/Getty Images)
City clearly don’t intend on hanging around for long in the third tier, judging from the £20million ($26m) they splashed on transfers this summer. Around half of that is understood to have gone on wrestling striker Jay Stansfield from Fulham’s grasp, with Birmingham paying between £12m and £15m before add-ons.
To put that figure into context, the previous record paid by a club in this division before the recent window was the £4million Sunderland paid for Wigan Athletic striker Will Grigg.
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Wrexham co-owner McElhenney will no doubt recall that particular signing due to it featuring heavily in series two of Sunderland ‘Til I Die, the Netflix show that first gave the comedy actor the idea of buying a football club.
His team have been no slouches with recruitment, either. The £2million spent during the summer window was an unprecedented outlay for Wrexham, made possible by last season’s annual revenue smashing through the £20million barrier. Blue-chip sponsors, such as United Airlines, contributed heavily to that club-record figure.
Both camps have been entering into the spirit during the build-up to Monday’s eagerly-anticipated encounter, with Wrexham enlisting the help of Eli Manning, a long-time NFL rival of Brady.
In response to Manning donning the Welsh club’s team shirt, Brady took to X and Instagram — where his combined following stands at 18 million — with a cheeky video featuring one of his prized Super Bowl trophies that ends with an appeal to McElhenney to “educate the Wrexham fans just a little bit on the history of the NFL?”
See you Monday! @BCFC @Wrexham_AFC @RMcElhenney @VancityReynolds https://t.co/Ny87RekOPR pic.twitter.com/YyvkWmL5JK
— Tom Brady (@TomBrady) September 14, 2024
AJ Swoboda, managing director of sports intelligence firm Twenty First Group, believes Wrexham are a prime example of how to tap into the U.S. market over the longer term.
“High-profile figures like Tom Brady or Ryan Reynolds will always help bring clubs into the spotlight,” he says. “Especially in crowded or foreign markets like the U.S.
“But, while celebrity owners generate a short-term buzz, long-term fan engagement requires sustained sporting success and smart marketing — largely digital — strategies.
“The Welcome to Wrexham docuseries has been key to growing Wrexham’s global fanbase but the club’s owners have then backed up these efforts through material sporting performance improvements.”
He cites how an analysis of Google Trends data over the last year shows Wrexham had 22 times the interest in the U.S. compared to Birmingham and 1.4 times that of Premier League neighbours Aston Villa, even though the latter have qualified for the Champions League.
“Tom Brady’s appeal and status should continue creating interest for Birmingham City in new markets,” adds Swoboda. “But, as with Wrexham, this attention needs to be converted into deeper fan engagement. Celebrity minority ownership is not as unique as it used to be.”
Rob McElhenney and Ryan Reynolds became Wrexham’s owners in 2020 (Gilbert Flores/Variety via Getty Images)
As Wrexham co-owner McElhenney made clear when tagging Brady on X, Monday night’s clash under the St Andrew’s floodlights has all the ingredients to be a cracker — but, perhaps their biggest battle lies ahead.
In a recent report titled Connecting and Winning U.S. Fandoms: A Guidebook For European Clubs, fan data specialists CLV Group suggest that 36million U.S.-based soccer fans — or 44 per cent — are still undecided on which team to support. The group’s CEO Neil Joyce estimates a potential $1.1billion is up for grabs.
The big Premier League clubs or members of the European elite, such as Real Madrid, Barcelona and Paris Saint-Germain, are expected to hoover up a sizeable chunk of this bounty, but Joyce also believes clubs with high-profile celebrity owners, such as Wrexham and Birmingham, can earn a piece of the action.
“Wrexham’s story is phenomenal,” he says. “It has the underdog element, a club on the brink of extinction that starts to work its way back up. Americans love that kind of storytelling.
“Then, there’s the measurability of it all. United Airlines, one of the biggest airlines in the world, is on the jerseys. That kind of link makes a huge difference. I was on a flight with United earlier in the summer and they were handing out the (free amenity) bag with the Wrexham (pyjamas).
“It isn’t about just the match. It is the personalities around it. Look at how Taylor Swift has brought new fandom to the NFL (her partner Travis Kelce plays for the Kansas City Chiefs) in the same way Ryan Reynolds has brought Deadpool fans to Wrexham.
“Given the new EFL rights deal (with CBS), there will be a lot more exposure to Wrexham for sports fans in the U.S. They can tap into that. Same for Birmingham, with arguably the NFL’s greatest of all time.
“Look at Tom Brady’s adjacent sports investments. He has the (NFL team) Las Vegas Raiders, he has a WNBA team (Las Vegas Aces). Again, I’d be tapping into those fanbases and bringing them on the journey with Birmingham as well.”
As Joyce points out, central to making any potential inroads into the U.S. sports market is CBS Sports becoming the new home of the EFL. With 250-plus matches being shown live across the network per season for at least the next four years, the potential exposure is huge.
CBS does not reveal publicly viewing figures for individual matches but executive vice president Weinberg says he has been “really, really happy with the viewership in the first month”.
He believes a key factor in America’s increasing EFL curiosity is the promotion and relegation setup that sees clubs potentially move up and down the pyramid, such as how Birmingham dropped into League One last May and are now determined to bounce straight back up.
“The U.S. market has wrapped their arms around that,” says Weinberg, who is at pains to stress that showcasing all 72 EFL teams is important to the network. “It’s compelling and dramatic.”
Birmingham’s bid to win promotion straight back to the Championship is their season’s major plotline (Cameron Smith/Getty Images)
Recent years have seen a flurry of U.S. investors getting involved in the EFL. By last Christmas, 22 of the 72 teams were either wholly owned by or had minority investors from across the Atlantic. Fourteen of those had accepted new investment since Wrexham’s takeover in 2021.
“What Wrexham have done brilliantly is globalisation and diversification,” says Laurie Pinto, a specialist in football financing and club acquisitions. “That’s easier said than done. (Wrexham director) Shaun Harvey and others should get a lot of credit for that.
“There’s lots of people who think they can do the same. That’s the challenge: trying to make a global push with partners outside the UK to diversify the income stream.”
Asked if he felt future years will bring even more investment from North America, Pinto replies: “Yes, there is a lot more interest. Most of these American owners think global and they put money in.
“U.S. sport is expensive — if you want to buy a basketball, NFL or baseball team, we are talking in the billions.”
With the U.S. hosting the 2026 World Cup alongside Canada and Mexico, sports media analyst Larry Johnson believes the new four-year TV deal means EFL clubs are in a prime position to benefit.
“Viewership data from the last couple of World Cups shows a rise in popularity (in the U.S.) for sports in Europe,” he says. “They did quite a bit for La Liga and the Premier League, even a bit for the Bundesliga.
“All the arrows point towards the next World Cup pushing up the numbers on the Premier League and EFL. Wrexham have an opportunity here, especially if they get promoted this year, to really do something special.
“Wrexham are already drawing numbers. They had a friendly with Chelsea (in July 2023) on ESPN, one of the largest cable networks. It pulled 300,000 viewers. That’s comparable with a Major League Soccer game on the same network.”
As is perhaps inevitable in an age when regular-season games in the NFL and Major League Baseball are played in London, there has been talk of the Premier League or EFL possibly doing similar by switching one-off fixtures to the States.
Such a move would be hugely controversial. When the Daily Mail suggested this summer that Birmingham and Wrexham were in talks over a possible switch, Canada-born Reynolds was very quick to vehemently deny the story.
Wrexham’s international profile has led to high-profile friendlies against Premier League giants Chelsea (Lyndsay Radnedge/ISI Photos/Getty Images)
Nevertheless, such talk remains, with CLV Group’s Joyce believing it could help a European competition steal a march in attracting fans.
He says: “The monetary gain and attempts to capture the market would be a lot easier if European clubs played competitive games in the U.S. There is more than $1billion on the table.”
Such talk about growing audiences and realising potential is, of course, for the boardoom. On the pitch, all that will matter come Monday evening are the three points.
Dan Scarr joined Wrexham in the summer from Plymouth Argyle, where he won the League One title in 2023. He is a lifelong Birmingham fan who spent three years on the playing staff at St Andrew’s after arriving late in the professional game at 22.
“What’s been going on there is crazy,” the defender tells The Athletic. “Good for the city and, being a Birmingham City fan, it is great for them. The atmosphere will be electric and it’s a sellout. There’s also the bragging rights between the owners, both being American and stuff like that.
“But we want to stop that (title-winning) parade. Everything else doesn’t matter.”
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(Top photos: Getty Images)
Welcome to Literary Quotable Quotes, a quiz that tests your recognition of classic lines. This week’s installment celebrates lines from popular crime novels. (As a hint, the correct books are all “firsts” in one category or another.) In the five multiple-choice questions below, tap or click on the answer you think is correct. After the last question, you’ll find links to the novels if you’re intrigued and inspired to read more.
Xia De-hong, who survived persecution and torture as an official in Mao Zedong’s China and was later the central figure in her daughter’s best-selling 1991 memoir, “Wild Swans: Three Daughters of China,” died on April 15 in Chengdu, China. She was 94.
Ms. Xia’s death, in a hospital, was confirmed by her daughter Jung Chang.
Ms. Chang’s memoir, which was banned in China, was a groundbreaking, intimate account of the country’s turbulent 20th century and the iron grip of Mao’s Communist Party, told through the lives of three generations of women: herself, her mother and her grandmother. An epic of imprisonment, suffering and family loyalty, it sold over 15 million copies in 40 languages.
The story of Ms. Chang’s stoic mother holding the family together while battling on behalf of her husband, a functionary who was tortured and imprisoned during Mao’s regime, was the focus of “Wild Swans,” which emerged out of hours of recordings that Ms. Chang made when Ms. Xia visited her in London in 1988.
Ms. Xia was inspired as a teenager to become an ardent Communist revolutionary because of the mistreatment of women in the Republic of China, as well as the corruption of the Kuomintang nationalists in power. (Her own mother had been forced into concubinage at 15 by a powerful warlord.)
In 1947, in Ms. Xia’s home city of Jinzhou, the Communists were waging guerrilla war against the government. She joined the struggle by distributing pamphlets for Mao, rolling them up inside green peppers after they had been smuggled into the city in bundles of sorghum stalks.
Captured by the Kuomintang, she was forced to listen to “the screams of people being tortured in the rooms nearby,” her daughter later wrote. But that only stiffened her resolve.
She married Chang Shou-yu, an up-and-coming Communist civil servant and acolyte of Mao, in 1949.
It was then that disillusionment began to set in, according to her daughter. The newlyweds were ordered to travel a thousand miles to Sichuan, her husband’s home province. Because of Mr. Chang’s rank, he was allowed to ride in a jeep, but she had to walk, even though she was pregnant, and suffered a miscarriage as a result.
“She was vomiting all the time,” her daughter wrote. “Could he not let her travel in his jeep occasionally? He said he could not, because it would be taken as favoritism since my mother was not entitled to the car.”
That was the first of many times that her husband would insist she bow to the rigid dictates of the party, despite the immense suffering it caused.
When she was a party official in the mid-1950s, Ms. Xia was investigated for her “bourgeois” background and imprisoned for months. She received little support from Mr. Chang.
“As my mother was leaving for detention,” Ms. Chang wrote, “my father advised her: ‘Be completely honest with the party, and have complete trust in it. It will give you the right verdict.’ A wave of aversion swept over her.”
Upon her release in 1957, she told her husband, “You are a good Communist, but a rotten husband.” Mr. Chang could only nod in agreement.
He became one of the top officials in Sichuan, entitled to a life of privilege. But by the late 1960s, he had become outraged by the injustices of the Cultural Revolution, Mao’s blood-soaked purge, and was determined to register a formal complaint.
Ms. Xia was in despair; she knew what became of families who spoke out. “Why do you want to be a moth that throws itself into the fire?” she asked.
Mr. Chang’s career was over, and both he and his wife were subjected to physical abuse and imprisoned. Ms. Xia’s position was lower profile; she was in charge of resolving personal problems, such as housing, transfers and pensions, for people in her district. But that did not save her from brutal treatment.
Ms. Xia was made to kneel on broken glass; paraded through the streets of Chengdu wearing a dunce’s cap and a heavy placard with her name crossed out; and forced to bow to jeering crowds.
Still, she resisted pressure from the party to denounce her husband. And unlike many other women in her position, she refused to divorce him.
Twice she journeyed to Beijing to seek his release, the second time securing a meeting with the prime minister, Zhou Enlai, who was considered a moderate. Ms. Xia was “one of the very few spouses of victims who had the courage to go and appeal in Peking,” her daughter wrote in “Wild Swans.”
But Ms. Xia and her husband never criticized the Cultural Revolution in front of their children, checked by the party’s absolute power and the fear it inspired.
“My parents never said anything to me or my siblings,” Ms. Chang wrote. “The restraints which had kept them silent about politics before still prevented them from opening their minds to us.”
She was held at Xichiang prison camp from 1969 to 1971 as a “class enemy,” made to do heavy labor and endure denunciation meetings.
The camp, though less harsh than her husband’s, was a bitter experience. “She reflected with remorse on the pointlessness of her devotion,” her daughter wrote. “She found she missed her children with a pain which was almost unbearable.”
Xia De-hong was born on May 4, 1931, in Yixian, the daughter of Yang Yu-fang and Gen. Xue Zhi-heng, the inspector general of the metropolitan police in the nationalist government.
When she was an infant, her mother fled the house of the general, who was dying, and returned to her parents, eventually marrying a rich Manchurian doctor, Xia Rui-tang.
Ms. Xia grew up in Jinzhou, Manchuria, where she attended school before joining the Communist underground.
In the 1950s, when she began to have doubts about the Communist Party, she considered abandoning it and pursuing her dream of studying medicine, her daughter said. But the idea terrified her husband, Ms. Chang said in an interview, because it would have meant disavowing the Communists.
By the late 1950s, during the Mao-induced Great Famine that killed tens of millions, both of her parents had become “totally disillusioned,” Ms. Chang said, and “could no longer find excuses to forgive their party.”
Mr. Chang died in 1975, broken by years of imprisonment and ill treatment. Ms. Xia retired from her government service, as deputy head of the People’s Congress of the Eastern District of Chengdu, in 1983.
Besides Ms. Chang, Ms. Xia is survived by another daughter, Xiao-hong Chang; three sons, Jin-ming, Xiao-hei and Xiao-fang; and two grandchildren.
Jung Chang saw her mother for the last time in 2018. Ms. Chang’s criticism of the regime, in her memoir and a subsequent biography, made returning to China unthinkable. She told the BBC in a recent interview that she never knew whether her mother had read “Wild Swans.”
But the advice her mother gave her and her brother Xiao-hei, a journalist who also lives in London, was firm: “She only wanted us to write truthfully, and accurately.”
In prehistoric northern Europe, peatlands — areas of waterlogged soil rich with decaying plant matter — were considered spiritual sites. Since then, swords, jewelry and even human bodies have been found fossilized in their sludgy depths. More recently, however, many of these bogs have been depleted by overharvesting, neglect and development. But as awareness of their important role in removing carbon dioxide from the atmosphere grows, more wetlands are being restored, while also serving as unlikely creative inspiration. Here’s how bogs are showing up in the culture.
Fashion
At fall 2026 Paris Fashion Week, several houses — including Louis Vuitton (above left) and Hermès — staged shows amid mossy sets featuring spongy green structures and mounds of vegetation. And the Danish fashion brand Solitude Studios is distressing its eerie, grungy looks (above right) by submerging them in a local peat bog.
Contemporary Art
For her exhibition at California’s San José Museum of Art, on view through October, the Chalon Nation artist Christine Howard Sandoval is presenting sculptures, drawings and plant-dyed works (above) exploring how the state’s wetlands were once sites of Indigenous resistance and community. This month, at Storm King Art Center in New York’s Hudson Valley, the conceptual artist Anicka Yi will unveil an outdoor installation featuring six-foot-tall transparent columns holding algae-rich ecosystems cultivated from nearby pond water and soil.
Architecture and Design
The Bog Bothy (above), a mobile design project by the Dublin-based architecture practice 12th Field in collaboration with the Irish Architecture Foundation, was inspired by the makeshift huts once used by peat cutters who harvested the material for fuel. After debuting in the Irish Midlands last year, it’ll tour the region again this summer. In Edinburgh, the designer Oisín Gallagher is making doorstops from subfossilized bog-oak scraps carbon-dated to 3300 B.C.
Fine Dining
At La Grenouillère on France’s north coast, the chef Alexandre Gauthier reflects the restaurant’s reedy, frog-filled river valley landscape with dishes like a “marsh bubble” of herbs encased in hardened sugar. This spring, Aponiente — the chef Ángel León’s restaurant inside a 19th-century tidal mill on Spain’s Bay of Cádiz — added an outdoor dining area on a pier above the neighboring marshland, serving local sea grasses and salt marsh flowers alongside seafood (above) from the estuary.
Literature
The Irish British writer Maggie O’Farrell’s forthcoming novel, “Land,” about an Irish cartographer and his son surveying the island in 1865 after the Great Famine, depicts haunting encounters with the verdant landscape, including its plentiful oozing bogs.
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