Birmingham City agree third huge deal this week as Tom Brady backing pays off
Birmingham City have extended their partnership with UNDEFEATED, agreeing a multi-year deal with the global sportswear brand.
The UNDEFEATED logo has adorned Blues’ kits and training wear this season and last having become the club’s first major partner following Knighthead Capital’s takeover last summer - while minority investor Tom Brady has also sported the merchandise. It comes after Blues announced an extension to their kit deal with Nike this week.
Blues chief executive Garry Cook said: “We are delighted to extend our partnership with UNDEFEATED. For the first time in the Club’s history our shirts are being repped on the streets of LA, New York and other leading cities across the US.
“This is a direct result of the relationship with UNDEFEATED. Year one has been about deepening our understanding of what drives our respective brands.
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“Year two and beyond is now about creating even more unique and exciting propositions for our fans. We can promise there are exciting times ahead.”
It was confirmed on Wednesday that Blues have agreed to a new long-term deal with kit manufacturers Nike. The sportswear giants have produced the club’s kits since 2020.
From next season, Nike will produce bespoke kits, coinciding with the club’s 150th anniversary. Cook said: “The link-up with Nike reiterates our desire to forge mutually beneficial strategic alliances with world-leading brands and organisations. We are thrilled to have Nike by our side as we embark on a journey that is going to make Birmingham City one of the most exciting stories in football in the coming years.”
Meanwhile, Blues announced a partnership with Delta Airlines, the largest airline in the world, on Monday. Hours later, Chris Davies’ side beat Wrexham 3-1 at St Andrew’s to extend their unbeaten League One record.
With chairman Tom Wagner and NFL legend Brady watching on - joined by David Beckham and Wrexham co-owner Rob McElhenney - Blues produced their best performance of the season to come from behind. The comfortable victory put them joint top with a game in hand on Wrexham and Charlton.