Birmingham City has announced a landmark multi-million pound, multi-year naming rights agreement with Shelby Companies, predominantly owned by re/insurance firm Knighthead Annuity & Life Assurance Company.
This deal, which is the largest commercial agreement in the club’s history, will see its stadium undergo a name change to St. Andrew’s @ Knighthead Park. Additionally, the Wast Hills training ground will be renamed The Knighthead Training and Academy Grounds.
The deal also includes the construction of a new fan “entertainment zone” @ Knighthead Park, located near the Tilton and Main Stand at the stadium. These changes are set to be introduced before the end of the 2023/24 Sky Bet Championship Season.
Knighthead will also gain significant branding rights across the stadium, training grounds, and all club-owned channels. Starting in the 2024/25 season, Knighthead has also committed to donating £100,000 annually to the Birmingham City Football Club Foundation.
Knighthead Park will also play a vital role in the company’s global marketing strategy, aiming to enhance brand presence and expand business interests in the UK, the US, and other global markets.
In July 2023, Knighthead acquired full ownership of St. Andrew’s and a 45.96% stake in Birmingham City Ltd. This investment marked the beginning of Knighthead’s commitment to playing a significant role in the transformation of Birmingham’s infrastructure and skyline.
“St. Andrew’s @ Knighthead Park is step one in our plan to create a world-renowned ‘Sports Quarter’ in Birmingham,” said Knighthead club chairman Tom Wagner. “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.”
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