North America and the EFL have become bedfellows in recent seasons and this is another example.
However, this deal is not about an NFL legend like Tom Brady or a Hollywood star like Ryan Reynolds, but about entertainment.
But Barrow is still benefiting enormously. Worldwide interest has increased, partly due to his excellent start on the pitch.
Under new head coach Stephen Clemence, the Bluebirds are top of League Two after seven games.
And this run to the third round of the EFL Cup, thanks to victory over Championship side Derby County in the previous round, is their best in the competition since 1967.
Captain Niall Canavan and goalkeeper Paul Farman flew to Canada in the summer to attend the sponsorship launch and more players will travel there next spring to attend coaching courses to further strengthen the link between the club and the province.
“We have seen how much the EFL’s reputation has increased thanks to Birmingham and Wrexham, particularly in America,” said Henry.
“We are not at that level and obviously we are associated with Canada, not America, but we have seen that interest is growing.
“Our social media, the club’s streaming subscriptions and we have shipped a lot more of our jerseys internationally than last year.”
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