Birmingham City open Undefeated talks as stadium naming rights plan explained

Birmingham City are already talking to apparel brand UNDEFEATED about an extension to their front-of-shirt sponsorship deal.

Bringing UNDEFEATED on board was Knighthead’s first act after becoming the owners of Blues last July. Both the men’s and women’s kits displayed the brand’s five-strike logo throughout last season and it will take pride of place in 2024/25 too.

The club’s chief commercial and operations officer, Jonty Castle, said in Blues' review of the last 12 months: "We secured the highest value front of shirt sponsorship outside of the Premier League with UNDEFEATED. And we are now discussing a multi-year extension to that contract."

Knighthead unveiled plans to build a Sports Quarter in the heart of Birmingham in April, including a state-of-the-art new stadium. Tom Wagner estimates it will cost £2-3 billion and hopes to have transformed the vacant Birmingham Wheels site by 2029.

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The partnership with Oak View Group (OVG), which was announced in January, is extremely important when it comes to the new stadium. OVG specialise in creating commercial deals around large sports venues and they will be tasked with securing a naming rights partner.

Castle adds: "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."