9 months ago
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Birmingham City have bizarrely changed their iconic stadium name in another decision that could split the fanbase.
The Blues' ground had been called St. Andrew's but will now go by the name St. Andrew’s @ Knighthead Park.
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Writing a statement on their website, it read: "Birmingham City is pleased to announce it has entered into a multi-million pound, multi-year naming rights agreement with Shelby Companies Limited, which is majority owned by Knighthead Annuity & Life Assurance Company and certain other minority investors, including seven-time Super Bowl champion and entrepreneur, Tom Brady (collectively, “Knighthead”).
"It is the largest commercial agreement in the Club’s history."
Birmingham City entered a record commercial deal with their owners Knighthead.
It will see their name plastered all over the stadium, as well as the training centre and a new fan park, which is set to be built.
Construction will begin on lands near the Tilton and Main Stand before the season finishes this year.
Knighthead, an American investment firm, purchased a controlling 45.64 per cent stake in Birmingham City last summer.
A club statement added: “The value of the agreement is based on an annual sponsorship fee, a Men’s First Team performance-related bonus and a Club wide social media performance-related bonus.
"For the remainder of the 2023/24 season, the value to the Club with incentives could reach £6,241,666.67.
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"In 2024/25, the first full year of the partnership, the value to Birmingham City, with incentives, could reach £9,450,000.
“Knighthead will also receive significant physical and digital branding rights across the stadium, training grounds and all Club-owned channels.
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"Knighthead has also committed to donate £100,000/annum, beginning at the start of the 2024/25 season, to the Birmingham City Football Club Foundation.”
The American owners have already made some bizarre decisions this season, including sacking John Eustace and appointing Wayne Rooney as manager.
That decision saw the Blues go into freefall in the Championship, dropping from a play-off spot into a relegation battle before Rooney was sacked in January.
Tony Mowbray has been appointed as his replacement with the club currently 20th in the table.
