Birmingham City FC gain record stadium naming rights deal with Knighthead

Birmingham City confirmed that it has entered a major multi-year naming rights agreement with Shelby Companies Limited, which is mainly owned by Knighthead Annuity & Life Assurance Company.

As a result of this deal, the club’s stadium will now be called “St Andrews @ Knighthead Park”, the Club’s Wast Hills training ground will be renamed The Knighthead Training and Academy Grounds and a new fan ‘entertainment zone’ @ Knighthead Park, will be built on club-owned land nearby.

Knighthead Annuity & Life Assurance Company (“Knighthead Annuity”) is an insurance and reinsurance company established in 2014 to serve global clients seeking financial products that provide both principal protection and guaranteed rates, as well as reinsure similar liabilities for U.S. insurance companies.

Tom Wagner is the Chairman of both the club and Knighthead and has helped to finance this deal with a long-term commitment in mind. Knighthead took over the Blues in mid-July when the club was in financial crisis and Wagner has promised that there is a slow process in place to bring the club back on its feet, with this deal being the first big step.

The value of the agreement is based on an annual sponsorship fee, a Men’s First Team performance-related bonus and a Club wide social media performance-related bonus. For the remainder of the 2023/24 season, the value to the Club with incentives could reach £6,241,666 ($12,021,211 AUD). In 2024/25, the first full year of the partnership, the value to Birmingham City, with incentives, could reach £9,450,000 ($18,200,339 AUD)

Knighthead will receive physical and digital branding rights across the stadium, training grounds and all club-owned channels. Knighthead has also committed to donate from the start of the 2024/25 season, to the Birmingham City Football Club Foundation.

Knighthead Park will provide consistent brand exposure to a global audience at a key time in Knighthead’s growth plans, as well as inject important revenue into Birmingham City FC.

Tom Wagner explained the overall plan he has for the club.

“St. Andrew’s @ Knighthead Park is step one in our plan to create a world-renowned ‘Sports Quarter’ in Birmingham,” he said via media release.

“We invested in Blues because of the opportunity to not only transform a football club but to also be a catalyst for change in the city itself. Our ambition is bold.

“It is for the Club to become a beacon of excellence for Birmingham. We are at an early stage in the journey, but we have already started to capture the imagination of a global audience. It is only going to grow. That is why the timing of the multi-year naming rights partnership is perfect and why it is so important to Knighthead.

“We continue to invest heavily in the Stadium and training grounds to make them fit for purpose. The process will continue as we pursue the development of the broader Knighthead Park.

“We are thrilled to have the opportunity to enter into a partnership that will grow the brands of both Knighthead and BCFC, while remaining true to our goal of achieving excellence across both enterprises.”

Birmingham City Chief Executive Officer Garry Cook expressed his excitement at what this means for the club’s future.

“Birmingham is now a global story, and the Club is at its epicentre,” he added via press release.

“A worldwide audience has tuned in to what is happening at Blues, they want to find out more, and we have only just scratched the surface of what is possible.

“St. Andrew’s @ Knighthead Park and the ambitious plan for a ‘Sports Quarter’ will become a proxy brand for Knighthead. It will be world class and a clear statement of intent.”

“Knighthead has invested in Birmingham and is bringing a level of ambition that is going to improve the fortunes of both the Club and the city itself. New thinking and approaches are required for football clubs to grow and compete. Our partnership is an example of this,”

The value of this partnership for both parties is not to be understated and the very positive reaction by fans is a key indicator. There is a clear plan in place to improve Birmingham’s financial situation eventually to then build better facilities and improve the squad with a long-term goal of going back to the top flight.

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Australian Championship set to revolutionise domestic football

Football Australia has unveiled the “Australian Championship,” a groundbreaking new competition that promises to reshape the nation’s football landscape.

Officially launching in October 2025, the Championship will serve as a vital bridge between state-based competitions and the Isuzu UTE A-League Men’s system, bringing clubs, players, and communities closer together.

This announcement comes on the heels of the October confirmation of the National Second Tier (NST) format, marking a significant milestone in Australian football.

The Australian Championship will provide a national platform for clubs and players to showcase their talent while fostering stronger connections with fans and communities across the country.

Competition Format and Vision

The Australian Championship will feature 16 teams competing in a dynamic format designed to balance competitive integrity and fan engagement. The competition will include:

Group Stage: Four groups of four teams playing home-and-away fixtures.

Elimination Finals: The top two teams from each group advancing to knockout rounds.

Grand Final: The inaugural champion to be crowned in December 2025.

This structure highlights Football Australia’s ambition to create an inclusive, exciting, and commercially sustainable competition that celebrates the depth of Australian football talent.

Football Australia Chief Executive Officer James Johnson spoke on the importance of this announcement for the future of Australian football.

“The Australian Championship is much more than a competition – it’s a national celebration of football; uniting proud historic clubs, emerging talent, and inter-generational community connection. It reflects the core values of Australian football: authenticity, opportunity, and ambition,” Johnson said in the press release.

“This competition will complement the A-League, NPL, and Hahn Australia Cup, providing a connected, meaningful pathway for players and fans alike. Today’s brand launch is a statement of our commitment to grow domestic football in Australia and unlock its full potential.”

Founding Clubs and National Representation

The competition will include eight Foundation Clubs with storied histories, such as APIA Leichhardt FC (NSW), Avondale FC (VIC), Marconi Stallions FC (NSW), Preston Lions FC (VIC), South Melbourne FC (VIC), Sydney Olympic FC (NSW), Sydney United 58 FC (NSW), and Wollongong Wolves FC (NSW), representing some of the strongest footballing traditions in the country.

Joining them will be eight Member Federation clubs drawn from the National Premier Leagues (NPL) across all states and territories.

This model ensures representation from every corner of the national football community, giving grassroots and state-level clubs an opportunity to compete on a larger stage.

Core Pillars of the Australian Championship

The Australian Championship aims to unite Australian football under the following key values:

Authenticity: Honouring historic clubs, iconic venues, and long-standing rivalries.

Discovery: Showcasing emerging talent and rising stars from across the nation.

Connection: Strengthening ties between grassroots, state competitions, and professional pathways.

Pride and Belonging: Celebrating football’s ability to bring players, fans, and communities together.

A New Era for Australian Football

With its launch, the Australian Championship is set to redefine the country’s domestic football ecosystem, creating new opportunities for players, clubs, and fans. Football Australia’s initiative reflects a commitment to building a thriving national competition while staying true to the rich heritage and passion that underpin Australian football.

As October 2025 approaches, anticipation will only grow for what promises to be a transformative moment in the nation’s sporting history.

UEFA and Unilever renew partnership

UEFA has embraced Unilever as an Official Global Partner of the UEFA Women’s EURO 2025, kicking off in Switzerland on July 2 until July 27, 2025.

Unilever’s deal with UEFA builds off of their 2024 partnership and will see a wide array of Unilever’s Foods and Personal Care brands ignite their own integrated advertising campaigns to connect with fans and consumers in and out of the stadium, including household names like Dove, Rexona, Knorr and Hellmann’s.

UEFA marketing director, Guy-Laurent Epstein expressed UEFA’s excitement to work with Unilever again.

“Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025,” he said in a press release.

The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”

General Manager of Unilever Foods Europe, Robbert de Vreede conveyed his enthusiasm for Unilever’s involvement in the upcoming Women’s EURO 2025.

“We are thrilled to partner with the UEFA Women’s EURO 2025, enabling our Foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods,” he said in a UEFA press release.

“Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”

General Manager of Unilever Personal Care Europe, Fulvio Guarneri detailed why the collaboration between UEFA and Unilever was a perfect fit.

“This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025,” he said via press release.

“It’s a great time for women’s football and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports. Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”

Unilever joins an exciting list of brands for the UEFA Women’s EURO 2025 tournament, including household names such as adidas, Amazon, AXA, Booking.com, EA, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway.com, Lay’s, Lidl, PlayStation and Visa.

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