Birmingham City’s growing commercial appeal continues to reap rewards, as the club announces a partnership with Delta Air Lines.
Under the agreement, Delta’s branding will be visible on the men’s first team’s shirt sleeve and appear on the club’s digital screens and advertising boards at St. Andrew’s @ Knighthead Park.
The partnership was first showcased during the club’s home game against Wrexham AFC, a fellow League One team that has seen remarkable commercial success for its tier. The sold-out match was featured on Sky TV’s Monday Night Football and was also broadcast in the US and worldwide.
Birmingham City Owner and Chairman of the Board, Tom Wagner, stated: “We’re excited to welcome Delta to the Blues family. As we continue leveraging our resources to bring Birmingham City to a global audience, Delta’s vast network will help us connect our international fan bases and bring them and our team to new heights.
“Alongside world-class brands like UNDEFEATED and Nike, Delta shares our vision to elevate the club. This marks the beginning of a defining era in our nearly 150-year history.”
In addition to the branding exposure for Delta, the pair have stated that they will work together on storytelling opportunities that demonstrate the club’s climb.
Matteo Curcio, SVP for Europe, the Middle East, Africa and India at Delta, said: “Birmingham City Football Club is an important part of the fabric of England’s second-largest city. We’re excited to be part of the club’s storytelling as they work towards the highest levels of football.”
While the club once played in the top flight, the club has struggled to return to its glory until recently, when supporters have witnessed a series of promising changes recently. This can be traced back to July 2023, when Knighthead Capital Management invested in the club and An ambition was set for Birmingham to become a beacon of excellence for Birmingham on the global stage.
The newest of these changes comes in the form of a new stadium, which Knighthead unveiled plans for earlier this year. With the football club at the epicentre, the owners have ambitions for a £2-3bn Sports Quarter in East Birmingham.
Aside from infrastructure, Birmingham City has also become the newest club to reach Wrexham levels of attracting celebrity owners, as former NFL player Tom Brady purchased a minority stake in August.
“Delta is one of the world’s leading brands. Delta’s rally cry, “Keep Climbing”, resonates with the journey that Birmingham City is now on. Blues is going to be one of the most exciting stories in football in the next five years,” Garry Cook, CEO of Birmingham City, commented.
“Our teams are at the start of a transformational journey; our charitable Foundation is now helping hundreds of thousands of people across the city start to enjoy better lives; leading global brands are excited to partner with us due to the value we can bring; and our owners are spearheading one of the country’s largest infrastructure projects, the Sports Quarter, here in East Birmingham.
“It will attract millions of visitors each year and many of them will choose to arrive on Delta planes. Birmingham, in partnership with Delta, is most definitely on the rise.”
