Cold brew coffee brand STōK is not letting the inconvenience of local availability – or lack thereof – get in the way of making a name for itself.
The brand, which is part of Danone North America’s Ready-to-Drink portfolio, has signed on as the official (and first-time) sponsor of the Wrexham Association Football Club’s Racecourse Ground, the world’s oldest international football (soccer) stadium, in Wales. The team, the stadium and its Welsh hometown have garnered international attention thanks to its owners, Hollywood fixtures Ryan Reynolds and Rob McElhenney, and a documentary-style television show following the team’s fortunes.
“We’re super-invested in the success of Wrexham AFC, as we are in the success of our cold brew,” Brittney Polka, vice president of ready-to-drink beverages at Danone North America. “We both have underdog stories and growing fan bases.”
Under the sponsorship agreement, which goes into effect on July 1, the stadium will take the name “STōK Cae Ras,” which is Welsh for “STōK Racecourse.” The brand announced the sponsorship via a video featuring Reynolds and McElheney replacing the team’s traditional afternoon tea with SToK coffee. In “hidden camera” footage, the team doesn’t take the switch well, destroying the cups in the locker room.
“STōK is about bold moves and showing up in places that are unexpected,” Polka said of the partnership. “This is one of those [places.”
In keeping with the theme of the show, Polka notes the importance of receiving fan buy-in for the sponsorship. The deal was approved by Wrexham’s Club Advisory Board, which is comprised of fans and other interested parties to have a voice in the team’s operations.
“Something we’re proud of is the notion of naming the stadium is backed by a group of fans,” Polka said. “Being a place with such a rich history, we wanted to be sure we were welcomed into their world.”
Beyond the stadium sponsorship, STōK is exploring other partnership opportunities, including serving as a sponsor of the club’s upcoming American tour. Polka wouldn’t comment on whether the brand would be featured in any of Welcome to Wrexham’s upcoming season, though she did encourage fans to stay tuned. “We have plans brewing to follow them this summer,” Polka said.
