Retro clothing store Classic Football Shirts has received investment from TV stars and football icons, including Rob McElhenney, Co-Owner of Wrexham AFC and recently retired World Cup winner Alex Morgan.
The Manchester-based business has taken on a number of new North American investors as it looks to continue its expansion ahead of the region’s 2026 World Cup.
McElhenney – star of It’s Always Sunny in Philadelphia – together with his investment firm More Better Ventures, have now put their weight behind the retro footballing brand.
The TV star said: “Classic Football Shirts has built something truly special – an organically grown, highly profitable brand that resonates deeply with football fans around the world.
“I felt this from the moment I purchased my first shirt over three years ago. This is an incredible opportunity to deliver the best possible experience to football fans and collectors worldwide.”
Among the new investors is Alex Morgan, the two-time World Cup winner and global figurehead of women’s football; as well as Stu Holden, a former Premier League player.
This is the second round of U.S. investment the brand has received. In May 2024, American investment firm The Chernin Group TCG invested $38.5 million of growth capital into the clothing store.
Originally founded in Manchester in 2006, Classic Football Shirts opened its first retail store in the USA earlier this year.
Citing the popularity of Ted Lasso, Welcome to Wrexham, and European football programmes shown across the USA, Classic Football Shirts said that football fandom is up 60% in the country over the last decade.
Speaking about the major investment in May, Classic Football Shirts founder and CEO, Doug Bierton highlighted the unique appeal of retro football clothing.
He said: “Each football shirt tells a unique story and represents the history, culture, style – and the nostalgia of the game”
“It’s a passion and obsession for the sport, from our team and our customers, that built the business to where it is today. It’s exciting to think about how we’ll connect with millions more around the world over a shared love of football.”
