In late 2022, Los Angeles FC topped the Philadelphia Union in a shootout to win the franchise’s first Major League Soccer title. The title set off an epic on-field celebration that included Will Ferrell chugging beer from the MLS Cup. Ferrell was celebrating as more than a fan; he is also an LAFC owner.

Celebrities and entertainment moguls have long been associated with sports teams as fans or investors. Clubs owned by producers Steve Tisch (New York Giants) and Peter Guber (LAFC, Los Angeles Dodgers, Golden State Warriors) have won a combined 11 championships in the NFL, NBA, MLB and MLS. Jay-Z purchased a stake in the Brooklyn Nets two decades ago, which not only enhanced the NBA team’s cachet as it relocated from New Jersey but also bolstered the rapper’s reputation as a shrewd businessman.

Even so, the Hollywood-sports connection has ramped up in recent years as new sports leagues have sprung up in soccer, pickleball, sailing and more. These offer a lower price of entry than major North American sports leagues, where the average team is worth $4.6 billion in the NBA and $7.1 billion in the NFL, per sports business platform Sportico.

Another factor: Ryan Reynolds. With his Wrexham AFC co-owner Rob Mac (aka Rob McElhenney), the Deadpool actor has achieved unprecedented success on and off the field in English soccer, bringing fans along for the ride through the FX docuseries Welcome to Wrexham and making it look fun. Wrexham is the first English soccer club to be promoted three straight years. The purchase price of Wrexham in 2021 was $0, though Reynolds and McElhenney agreed to invest $2.5 million in the club. They are now exploring raising money at a $475 million valuation.

“There’s a mutual benefit for the team and the celebrity,” says Marc Ganis, a consultant to team owners across North America. “What they’re trying to do is leverage the attention and visibility they get from their different industries, entertainment and sports.” Sounds baller.