Birmingham City open undefeated discussions as stadium naming rights idea is explained

UNDEFEATED became Birmingham City’s front-of-shirt sponsor immediately after Knighthead’s takeover was announced.

Birmingham City are already in talks with sportswear firm UNDEFEATED about extending their front-of-shirt sponsorship arrangement.

Bringing UNDEFEATED on board was Knighthead’s first move after purchasing Blues in July. The brand’s five-strike emblem was prominently shown on both the men’s and women’s uniforms last season, and it will remain so in 2024/25.

Jonty Castle, the club’s chief commercial and operations officer, stated in Blues’ analysis of the previous 12 months: “We obtained the highest value front of shirt sponsorship outside of the Premier League with UNDEFEATED. And we are currently contemplating a multi-year renewal of that contract.”

In April, Knighthead announced plans to develop a Sports Quarter in the heart of Birmingham, complete with a cutting-edge new stadium. Tom Wagner thinks that project will cost £2-3 billion and intends to restore the abandoned Birmingham Wheels site by 2029.

The agreement with Oak View Group (OVG), announced in January, is critical for the new stadium. OVG specializes in forming commercial agreements around huge sports arenas, and they will be tasked with acquiring a naming rights sponsor.

Castle clarifies: “The multi-year agreement with OVG as our commercial partner is with a remit to bring in national and global sponsors as well as work towards a stadium naming rights partner for the new Sports Quarter to be situated on the Birmingham Wheels site.”