In a significant move following the acquisition by a consortium led by Wrexham co-owners Ryan Reynolds and Rob McElhenney, a top Colombian football club has officially changed its name. The consortium, also featuring actress Eva Longoria, purchased a 99 per cent stake in Bogota-based La Equidad for a whopping £24.5 million. La Equidad recently announced a major rebranding initiative by removing the word “Seguros” from its official name, Club Deportivo La Equidad Seguros SA. This change marks a fresh start for the club, distancing itself from its previous association with an insurance company.
The announcement of the name change was made through the club’s social media channels, signifying a new era for the team. The modification has been approved by the Major Division of Colombian Professional Football and the Bogota Chamber of Commerce. The consortium aims to enhance the men’s and women’s squads as well as the club’s youth team. Notable figures in the investor lineup include American baseball star Justin Verlander, supermodel Kate Upton, and NFL standout Odell Beckham Jr, with real estate mogul Al Tylis and former Swansea City executive Sam Porter leading the group.
Appointed as the new chairman of La Equidad’s board, Tylis expressed the group’s commitment to fortifying all aspects of the club for long-term success, building upon its existing strong foundation. Porter added that they firmly believe in a bright future for La Equidad and see Bogota as a city ripe with opportunities for growth and achievement. Despite the name change, the club will retain its emblem and traditional colours to preserve its core identity and legacy.
This venture marks the third foray into football ownership for Reynolds and McElhenney, who previously acquired League One club Wrexham in 2021 and secured a stake in Mexican side Club Necaxa under the Tylis-Porter consortium in 2024. Longoria, part of the ownership group, attended Wrexham’s season-opening match against Wycombe Wanderers to demonstrate her solidarity with the duo and shared her perspective on storytelling through sports during a discussion with The Athletic.
Following the success of the documentary ‘Welcome to Wrexham,’ chronicling Reynolds and McElhenney’s journey in Wales, the owners of Necaxa have launched their own series titled ‘Bienvenido a Necaxa’ with FX and Disney+ Latin America. Longoria has emphasised the importance of understanding the story of La Equidad before replicating the documentary format. The ownership group remains committed to maintaining the essence of La Equidad while embarking on this exciting new chapter in the club’s history.
The move signals a significant development for La Equidad under the stewardship of the consortium led by Reynolds and McElhenney, highlighting their dedication to elevating the club to new heights. The rebranding effort reflects a strategic vision to propel La Equidad towards success, laying the groundwork for a promising future in Colombian football. The fans and stakeholders of La Equidad eagerly anticipate the transformation that lies ahead as the club embarks on this remarkable journey under its new ownership.