Membership’s stadium to bear a rebranding
Birmingham Metropolis has introduced a landmark multi-million pound, multi-year naming rights settlement with Shelby Firms, predominantly owned by re/insurance coverage agency Knighthead Annuity & Life Assurance Firm.
This deal, which is the biggest industrial settlement within the membership’s historical past, will see its stadium bear a reputation change to St. Andrew’s @ Knighthead Park. Moreover, the Wast Hills coaching floor will probably be renamed The Knighthead Coaching and Academy Grounds.
The deal additionally contains the development of a brand new fan “leisure zone” @ Knighthead Park, situated close to the Tilton and Predominant Stand on the stadium. These modifications are set to be launched earlier than the tip of the 2023/24 Sky Guess Championship Season.
Knighthead can even achieve important branding rights throughout the stadium, coaching grounds, and all club-owned channels. Beginning within the 2024/25 season, Knighthead has additionally dedicated to donating £100,000 yearly to the Birmingham Metropolis Soccer Membership Basis.
Knighthead Park can even play a significant position within the firm’s international advertising and marketing technique, aiming to reinforce model presence and broaden enterprise pursuits within the UK, the US, and different international markets.
In July 2023, Knighthead acquired full possession of St. Andrew’s and a forty five.96% stake in Birmingham Metropolis Ltd. This funding marked the start of Knighthead’s dedication to enjoying a big position within the transformation of Birmingham’s infrastructure and skyline.
“St. Andrew’s @ Knighthead Park is the first step in our plan to create a world-renowned ‘Sports activities Quarter’ in Birmingham,” mentioned Knighthead membership chairman Tom Wagner. “We invested in Blues due to the chance to not solely remodel a soccer membership however to even be a catalyst for change within the metropolis itself. Our ambition is daring. It’s for the membership to develop into a beacon of excellence for Birmingham. We’re at an early stage within the journey, however we’ve already began to seize the creativeness of a worldwide viewers. It’s only going to develop. That’s the reason the timing of the multi-year naming rights partnership is ideal and why it’s so necessary to Knighthead.”
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