Birmingham City FC - 2022 - The Pershing Era

[PWC2017]

FOR IMMEDIATE RELEASE
5 March 2022

PERSHING SQUARE MANAGEMENT COMPLETES TAKEOVER OF BIRMINGHAM CITY FOOTBALL CLUB​

A New Era of Leadership and Long-Term Ambition Begins at St. Andrew’s​

Birmingham, UK — Pershing Square Management is delighted to confirm the successful takeover of Birmingham City Football Club, effective 5 March 2022. This acquisition signals the beginning of a transformative new chapter for the Blues, driven by strategic investment, renewed ambition, and a leadership team committed to restoring the club’s stature on and off the pitch.

At today’s official announcement, held at St. Andrew’s Stadium, Pershing Square Management Founder & CEO, William Ackman, outlined the firm’s vision for Birmingham City:

“This club has an incredible heritage and a supporter base that deserves stability, transparency, and a competitive footballing project. Our investment marks the start of a long-term plan to rebuild the club from a position of strength. The work begins today, and we are excited for what lies ahead.”

New Leadership Structure​

As part of the takeover, Pershing Square is introducing a modernized leadership team to guide the club through this new era:

• Neils DeVos — Chairman
  DeVos brings a sharp business acumen and global oversight experience, ensuring strong governance and a clear strategic direction for the club.
• Jeremy Dale — Chief Executive Officer
  Dale steps into the CEO role with a mandate to modernize operations, enhance commercial performance, and drive the club’s long-term organizational vision.
• Garry Cook — Non-Executive Director & Senior Consultant
  A respected figure in global sports leadership, Cook will provide strategic insight, operational guidance, and advisory support across all key areas of the club.

Chairman Neils DeVos addressed supporters directly:

“It is an honour to lead Birmingham City into a new era. Our commitment is to earn the trust of the fans and deliver progress rooted in stability, professionalism, and ambition.”

CEO Jeremy Dale echoed this vision:

“We are building a modern football club—one that values its community, invests in infrastructure, and strives for excellence in every department. Our goal is long-term success, not quick fixes.”

Non-Executive Director Garry Cook added:

“Birmingham City is a club with enormous untapped potential. I look forward to helping shape a sustainable, competitive future alongside an ownership group focused on doing things the right way.”

Strategic Priorities for 2022 and Beyond​

1. Financial Stability & Infrastructure Improvements
Pershing Square will make immediate investments in stadium upgrades, training facilities, and youth development programmes.

2. Data-Driven Football Operations
The club will implement modern recruitment, analytics, and sports science methodologies to build a resilient squad and competitive playing style.

3. Supporter-Centric Governance
The new leadership team will maintain open lines of communication with fan groups and the broader Birmingham community to ensure transparency and shared purpose.

A New Chapter for the Blues​

Concluding the press event, William Ackman offered a message to all Birmingham City supporters:

“This club belongs to its fans. With your passion and our commitment, we will restore pride to St. Andrew’s and build a future worthy of its history. Together, we begin this journey.”

 

[PWC2017]

FOR IMMEDIATE RELEASE
2 June 2022

BIRMINGHAM CITY FOOTBALL CLUB ANNOUNCES DEPARTURE OF HEAD COACH LEE BOWYER​

Club Thanks Bowyer for His Service as New Era of Leadership Begins​

Birmingham, UK — Birmingham City Football Club today confirms that Lee Bowyer has been relieved of his duties as Head Coach, effective immediately. The decision was made following a comprehensive internal review conducted by the club’s new leadership team, led by Chairman Neils DeVos, CEO Jeremy Dale, and Non-Executive Director Garry Cook.

In an official statement, Chairman Neils DeVos addressed the decision:

“On behalf of everyone at Birmingham City, I want to thank Lee Bowyer for his hard work, professionalism, and dedication to the club. Lee took charge during a challenging period and conducted himself with integrity throughout his tenure. We wish him the very best in his future endeavours.”

CEO Jeremy Dale added:

“This decision was not taken lightly. As we move forward under new ownership and a new strategic direction, we believe fresh leadership is required to guide the first team and support the long-term vision we are building. Our focus now turns to identifying a head coach who aligns with our philosophy and ambition.”

Non-Executive Director Garry Cook commented:

“We are committed to establishing a culture of excellence across all departments, including the footballing operation. Lee played an important part in stabilising the squad during a turbulent time, and he leaves with our respect.”

Next Steps​

The search for a new head coach is already underway. The club will prioritise candidates with a modern, data-informed approach, strong developmental credentials, and a commitment to building a sustainable, competitive structure aligned with Pershing Square Management’s long-term vision for Birmingham City Football Club.

During the interim period, first-team duties will be overseen by the coaching staff already in place, with further updates to be provided when appropriate.

A Message to the Supporters​

Chairman Neils DeVos closed with a message to the club’s fanbase:

“We understand the passion and expectations of our supporters. As we begin shaping a new era for Birmingham City, we will continue to communicate transparently and act in the best interests of the club’s long-term future.”

 

[Tommy Shelby]

That was a great start. I want to do a boxing one and have some ideas, starting after new year.

PWC looking forward for the next installment.

 

[PWC2017]

The Times Exclusive | June 2022​

Steven Knight on Birmingham City takeover: “This is about restoring ambition to one of England’s great sleeping giants”​

For years, Birmingham City F.C. has felt like a club suspended between history and uncertainty.
A proud institution with deep roots in the city, but one that has spent much of the last decade wrestling with ownership instability, financial constraints, and sporting stagnation.
Now, with the arrival of Pershing Square Capital Management as the club’s new ownership group, Birmingham supporters are daring to believe again.
At the centre of the process has been Birmingham-born writer and producer Steven Knight, whose involvement in the takeover has been months in the making.
Speaking exclusively to The Times, Knight lifted the lid on a process he says began more than 18 months ago.

“This was never about a quick transaction”​

Knight explains that discussions around Birmingham City’s future began long before today’s announcement.

“This was not something that happened overnight,” Knight says.

“We’ve been in meetings and conversations for the best part of 18 months, trying to understand whether there was a serious opportunity to help reshape this football club.”

The process involved regular discussions between key figures including:

• Jeremy Dale
• Neils DeVos
• Keith Pelley
• Matthew Manson
• Senior representatives from Pershing Square Capital Management
• Birmingham City’s former Hong Kong-based ownership group

Knight describes the process as:

“Detailed, patient, and at times incredibly complex.”

Why Birmingham? “Because this club matters”​

For Knight, this is personal.
Born and raised in Birmingham, the creator of Peaky Blinders has long spoken about his desire to see the city better represented on the global stage.
Football, he believes, is part of that.

“Birmingham is one of the great cities in Europe. But too often, it hasn’t been reflected in how its football institutions are perceived.”

“This club should be ambitious. It should have stature. It should have identity.”

Knight believes Birmingham City has been under-leveraged as an asset and institution.

“There is enormous untapped potential here — culturally, commercially, and sporting-wise.”

Pershing’s vision​

Knight was instrumental in helping align local credibility with international investment.
While he stresses he is not involved in day-to-day operations, he describes his role as helping bridge conversations and articulate a wider vision.

“My job was to help communicate why Birmingham City is worth investing in.”

He says Pershing were attracted not simply by the football club, but by:

• The city’s scale
• Regeneration opportunity
• Infrastructure potential
• Long-term upside

A long-term play, not instant gratification​

Knight is keen to stress that supporters should think long term.

“Nobody is pretending this is solved in six months.”

Instead, he says the new ownership is focused on building a sustainable foundation.
Early priorities include:

• Football operations modernisation
• Academy investment
• Infrastructure planning
• Commercial growth

Premier League ambition​

Asked what success looks like, Knight is clear.

“The ambition is absolutely for Birmingham City to establish itself in the Premier League within the next decade.”

Not merely reaching it — but becoming stable there.

“This club should not think like a yo-yo club.”

“The objective is to build something that can compete sustainably at the highest level.”

A new era​

Knight believes Birmingham supporters have waited long enough for serious leadership.

“Fans have carried this club through some difficult periods.”

“They deserve ambition. They deserve competence. They deserve a future they can believe in.”

Final word​

As the interview concludes, Knight reflects on what success would mean personally.

“If, ten years from now, Birmingham City is back where it belongs and the city feels proud of what the club represents — then all of this will have been worth it.”

For a club starved of momentum, the words will resonate.
The hard part, of course, starts now.

 

[PWC2017]

FOR IMMEDIATE RELEASE
3 June 2022

BIRMINGHAM CITY FOOTBALL CLUB APPOINTS JOHN EUSTACE AS HEAD COACH​

Eustace Takes Charge as Blues Enter a New Strategic Era; Downing, Gardiner & Taylor Join Coaching Team​

Birmingham, UK — Birmingham City Football Club is delighted to announce the appointment of John Eustace as Head Coach, effective immediately. Eustace joins the club as the first major footballing appointment under the new leadership of Chairman Neils DeVos, CEO Jeremy Dale, and Non-Executive Director Garry Cook.

Alongside Eustace, the club confirms the appointment of an experienced and well-respected coaching staff:

• Keith Downing — Assistant Coach
• Matt Gardiner — Assistant Coach
• Maik Taylor — Assistant Coach (Goalkeeping & Defensive Unit Specialist)

A Leader for the New Era​

Chairman Neils DeVos welcomed the appointment:

“John Eustace represents the modern, forward-thinking approach we want at Birmingham City. His tactical clarity, motivational leadership, and ability to develop players make him the ideal figure to guide the first team into this new chapter. We are equally pleased to bring in a strong and experienced coaching team to support him.”

CEO Jeremy Dale added:

“From the beginning of our recruitment process, John stood out as a coach with a clear philosophy and a commitment to long-term, sustainable progress. He understands the culture of this club and the expectation of our supporters. His staff bring outstanding expertise, ensuring we have a complete leadership unit in place.”

Non-Executive Director Garry Cook commented:

“John brings energy, professionalism, and a modern footballing mindset. Keith, Matt, and Maik each add proven experience across development, coaching, and performance. This is exactly the structure we envisioned as part of our footballing rebuild.”

Eustace’s First Official Statement​

New Head Coach John Eustace spoke of his excitement in joining the Blues:

“It is an honour to become Head Coach of Birmingham City. This is a club with enormous history and passionate supporters. I am committed to building a hardworking, competitive team that represents the values of the city. Keith, Matt, and Maik are exceptional coaches, and together we will give everything to move this club forward.”

A United Coaching Unit​

• Keith Downing, a former Blues midfielder and UEFA Pro Licence coach, brings international and youth development expertise.
• Matt Gardiner reunites with Eustace, continuing a long-standing working relationship known for strong man-management and consistent performance improvement.
• Maik Taylor, a Birmingham City legend, returns to the club with his renowned technical expertise and leadership in goalkeeping and defensive structures.

Looking Ahead​

The new coaching team has already begun preparations for the upcoming season, including squad assessment, training plans, and integration of analytics into player development—core components of the club’s evolving footballing philosophy.

Chairman Neils DeVos concluded:

“This is an exciting step in the club’s rebuild. We ask supporters to join us in welcoming John and his team to St. Andrew’s as we continue laying the foundation for a stronger future.”

 

[Tommy Shelby]

Hes an ex player your new coach. Defender wasn't he?

 

[PWC2017]

Hes an ex player your new coach. Defender wasn't he?

Eustace was never a former player, but a local lad who would understand the clubs identity. Maik Taylor was a former GK for the club.

 

[Tommy Shelby]

Eustace was never a former player, but a local lad who would understand the clubs identity. Maik Taylor was a former GK for the club.

He did play in defence though? Taylor was an ok keeper . Sure he was in the premier league.

 

[PWC2017]

FOR IMMEDIATE RELEASE
20 June 2022

VISION 2030: BIRMINGHAM CITY FOOTBALL CLUB UNVEILS NEW ERA OF STRATEGY, GROWTH & IDENTITY​

A Bold Blueprint for the Future Under Pershing Square Management​

Birmingham, UK — Birmingham City Football Club is proud to launch VISION 2030, a comprehensive long-term strategy designed to transform the Blues into a model of sustainable success, community pride, and modern sporting excellence. This initiative represents the cornerstone philosophy of the club under the leadership of Chairman Neils DeVos, CEO Jeremy Dale, and Non-Executive Director Garry Cook, supported by ownership group Pershing Square Management.

VISION 2030 outlines a clear, ambitious, and uncompromising plan to reshape Birmingham City from the ground up — building a club rooted in identity, development, and world-class infrastructure.

THE FOUR PILLARS OF VISION 2030​

1. The Strongest Youth & Academy Programme in the Country​

Birmingham City will invest in the largest academy and youth development budget in England. This landmark commitment ensures that the club becomes the premier destination for young talent across the UK.

Chairman Neils DeVos emphasised:

“Our academy will be the engine of Birmingham City’s future. The biggest investment in the country signals our absolute commitment to developing the next generation of Blues stars.”

This investment includes:

• Expanded scouting networks across the UK and Ireland
• Elite-level coaching and performance staffing
• Cutting-edge sports science, analytics, and medical support
• Exceptional player education, welfare, and personal development programmes

2. A Domestic-Only Recruitment Philosophy​

As part of a unified identity and development strategy, Birmingham City will adopt a UK & Ireland–only player recruitment policy.

CEO Jeremy Dale explained:

“We are building a club with a clear, local identity — one that believes in nurturing domestic talent and building squads rooted in British and Irish football culture.”

This approach will strengthen squad cohesion, reduce adaptation time, and align with the club’s vision for long-term, sustainable growth through youth development.

3. A First-Team Built on Homegrown Talent​

VISION 2030 places youth integration at the centre of the club’s sporting philosophy.

Non-Executive Director Garry Cook stated:

“The first team will be built around the academy. Youth players will not just have a pathway — they will have a destination.”

The club will implement a structure ensuring:

• Academy graduates are prioritised for first-team opportunities
• Every manager aligns with this philosophy
• A minimum number of academy players regularly feature in matchday squads
• Youth success is directly connected to first-team progression

This is not a slogan — it is the foundation of Birmingham City's football identity moving forward.

4. Regeneration of St Andrews, Wheels Park and Adderley.​

The centrepiece of VISION 2030 is the club’s plan to acquire land at Wheels Park / Adderley Park for the development of a world-class trraining ground, arena and Sports & Entertainment District.

This transformative project will include:

• A new multi-purpose stadium based on the wheels park grounds.
• A surrounding entertainment district with dining, retail, esports, community spaces, and fan zones
• A state-of-the-art training and youth development complex
• Regeneration benefits for East Birmingham and surrounding communities

Chairman DeVos added:

“This will be more than a stadium — it will be a destination, a landmark, and a catalyst for economic and cultural renewal in Birmingham.”

A MESSAGE TO THE SUPPORTERS​

VISION 2030 is a promise:
A promise of identity.
A promise of investment.
A promise of ambition.
A promise of progress.

CEO Jeremy Dale concluded:

“We are building a club with purpose. A club with a plan. A club our supporters can believe in, contribute to, and be proud of. Vision 2030 is our roadmap — and today marks only the beginning.”

 

[PWC2017]

He did play in defence though? Taylor was an ok keeper . Sure he was in the premier league.

Central midfield I remember, played for Watford. Taylor wasnt to bad for the club.

 

[PWC2017]

CNBC Squawk Box Interview | August 2022​

Bill Ackman on Birmingham City takeover: “At $35 million, we think this is one of the most compelling long-term investments in global sport”​

Just hours before Birmingham City F.C. begin their new season, Bill Ackman joined CNBC’s Squawk Box to discuss why Pershing Square Capital Management made the move into English football — and why he believes the club represents a major long-term opportunity.

“We bought potential, not just a football club”​

Ackman confirmed that the acquisition of Birmingham City was completed for a fee of approximately $35 million, a figure he believes significantly undervalues the club’s true potential.

“When you look at the size of the city, the fanbase, the history — and compare that to the purchase price — we think this is one of the most attractive entry points into global football.”

He added:

“This is not about what the club is today. It’s about what it can become.”

Short-term: Fixing the business​

Ackman was clear that the initial focus is on revenue growth and operational improvement.

“There are immediate opportunities to improve the commercial side of the business — sponsorship, media, matchday, digital.”

Pershing’s internal projections aim to:

• Triple club revenues within 24 months
• Modernise commercial operations
• Build stronger partnerships and global reach

“The club has been under-monetised. That’s something we know how to fix.”

Long-term: Premier League ambition​

While short-term gains are important, Ackman emphasised that the real upside lies in football performance.

“The Premier League is one of the most valuable sports leagues in the world. Establishing Birmingham City there is the long-term objective.”

He was careful to frame it as a process rather than a guarantee:

“This is a multi-year build. You don’t shortcut your way into sustainable success.”

️ Infrastructure and long-term value​

Ackman also pointed to future infrastructure opportunities as a key part of the investment thesis.

“We see potential not just in the team, but in the broader ecosystem — facilities, development, and the role the club can play in the city.”

While no formal announcements were made, he hinted at:

• Stadium development
• Training ground improvements
• Wider regeneration opportunities

⚽ Why football? Why now?​

Asked why Pershing Square chose to invest in football, Ackman pointed to the sport’s global growth.

“Football is unique — it’s local and global at the same time.”

“If you get it right, you’re building something that has cultural value, not just financial value.”

Measured ambition​

Ackman was keen to manage expectations heading into the new season.

“We’re here for the long term. This is not about quick wins — it’s about building a foundation.”

But the ambition is clear:

• Stabilise and grow the business
• Invest in football operations
• Compete for promotion over time

Final word​

As the interview wrapped, Ackman returned to the central theme of the investment:

“We think Birmingham City is a sleeping giant. Our job is to wake it up — responsibly, sustainably, and successfully.”

For supporters tuning in ahead of the opening fixture, it was a message of patience — but also genuine ambition.

 

[PWC2017]

FOR IMMEDIATE RELEASE
10 June 2022

NETFLIX ANNOUNCES “THE REBUILD OF BIRMINGHAM” — A SIX-PART DOCUSERIES FOLLOWING THE TRANSFORMATION OF ST. ANDREW’S​

Exclusive Series Premieres June 25, Showcasing the Race to Restore and Reinvent a Historic Stadium​

Birmingham, UK — Netflix, in partnership with Birmingham City Football Club, is proud to announce the upcoming release of “THE REBUILD OF BIRMINGHAM,” a six-episode documentary series chronicling the dramatic, high-pressure redevelopment of St. Andrew’s Stadium ahead of the 2022/2023 season. The series premieres June 25 worldwide.

The docuseries offers unprecedented behind-the-scenes access as the club battles a tight deadline to complete essential safety works and ambitious upgrades to the stadium — after significant sections were closed due to asbestos discovered beneath two stands.

With the first home game of the new season set for August 2022, the project quickly became a race against time and a defining moment in the early days of the club’s new era under Pershing Square Management.

A STORY OF PRESSURE, PASSION & REBIRTH​

“THE REBUILD OF BIRMINGHAM” captures:

• The discovery of asbestos and the immediate safety shutdown of two stands
• The logistical and engineering challenges involved in removal and reconstruction
• The vision behind the club’s efforts to revitalise hospitality areas, improve supporter experience, and modernise the stadium
• The leadership response from Chairman Neils DeVos, CEO Jeremy Dale, and Non-Executive Director Garry Cook
• The day-to-day intensity faced by construction crews, architects, and club staff
• The emotional highs and lows as the deadline draws closer

From structural engineers uncovering decades-old issues, to local contractors working round-the-clock shifts, to supporters desperately hoping their ground will be ready — the series showcases every heartbeat of the rebuild.

A LOOK INSIDE THE NEW ST. ANDREWS​

The docuseries reveals the design and vision for what St. Andrew’s will become:

• Newly reimagined hospitality suites and lounges
• Expanded fan concourse areas
• Upgraded infrastructure and safety improvements
• Spaces built to enhance matchday experience and commercial performance
• A first step toward the club’s long-term Vision 2030 redevelopment plan

STATEMENTS FROM CLUB LEADERSHIP & NETFLIX​

Chairman Neils DeVos commented:

“This series shows the reality behind rebuilding a football club — not just the team, but the foundations themselves. It captures the determination, stress, and passion of everyone involved. Supporters deserve transparency, and ‘The Rebuild of Birmingham’ provides exactly that.”

CEO Jeremy Dale added:

“The moment we learned about the asbestos, we knew we had to act fast. This series highlights the people who worked night and day to ensure St. Andrew’s would be ready for our fans. It’s an honest, raw, and inspiring look at what it takes to rebuild.”

Non-Executive Director Garry Cook said:

“Netflix has helped tell a story that goes beyond football. It’s about resilience, community, and the start of a new era for Birmingham City.”

Netflix’s Head of UK Unscripted Programming shared:

“The access granted by Birmingham City FC allowed us to capture one of the most dramatic and time-sensitive stadium rebuilds in modern English football. It is a powerful, human story that viewers around the world will connect with.”

SERIES INFORMATION​

• Title: The Rebuild of Birmingham
• Episodes: 6
• Premiere Date: June 25, 2022
• Platform: Netflix (Global)
• Production Partners: Netflix UK, Pershing Square Management, Birmingham City Football Club

A NEW CHAPTER BEGINS​

“The Rebuild of Birmingham” not only tells the story of a stadium — it marks the beginning of Birmingham City’s renaissance. As the club prepares for the 2022/2023 season, the series serves as a celebration of the city, its people, and the unwavering spirit of its supporters.

 

[PWC2017]

BBC Sport Exclusive | August 2022​

Jeremy Dale: “There’s been more change in three months than the previous three years”​

It has been a summer of transformation at Birmingham City F.C..
New ownership, new leadership, and a renewed sense of direction have reshaped the mood around St Andrew’s ahead of the new season. At the centre of it all is Chief Executive Jeremy Dale, who sat down with BBC Sport to reflect on his first few months in charge.

“We had to move quickly — but with purpose”​

Dale admits the scale of work required became clear almost immediately after stepping into the role.

“When you come into a club like this, you realise very quickly just how much needs attention — from football operations to infrastructure to commercial.”

“The key for us was to move quickly, but not recklessly. Everything we’ve done has been part of a wider plan.”

⚽ A new manager, a new direction​

One of the first major decisions was the appointment of John Eustace as Head Coach.

“John understands the league, understands the players, and most importantly understands what this club needs right now.”

“We wanted someone who could stabilise, build culture, and grow with the project.”

Rebuilding from the ground up​

Dale confirmed that work has not just focused on the first team, but across the entire football structure.

Key developments:​

• New U21 backroom staff structure being implemented
• Expanded Women’s team operations and staffing
• Alignment of coaching philosophy across all levels

“We’re not just building a first team — we’re building a football club.”

Commercial reset: “We’ve reintroduced Birmingham City to the market”​

Off the pitch, the club has made significant strides commercially, including partnerships with global brands:

• Adidas Spezial
• Undefeated

“There was a real opportunity to reposition Birmingham City as a modern, culturally relevant club.”

“These partnerships reflect where we want to take the brand.”

️ Supporters responding: Season tickets surge​

Perhaps the clearest sign of renewed optimism has come from the fanbase.
Dale confirmed that season ticket sales have surpassed 18,500 ahead of the new campaign.

“That’s a huge statement from our supporters.”

“They’ve backed us, and now it’s our responsibility to deliver something they can be proud of.”

️ St Andrew’s: Long-overdue improvements​

After years of underinvestment, the club has also undertaken significant work at St Andrew’s.

Improvements include:​

• Structural and maintenance upgrades
• Fan experience enhancements
• General refurbishment across key areas

“There were things that simply had to be addressed. The stadium is the home of the club — it should reflect that.”

️ “This is just the beginning”​

Despite the progress, Dale is keen to stress that this summer is only the starting point.

“We’ve made a lot of changes in a short space of time, but this is phase one.”

“The real work is building consistency — on and off the pitch.”

Looking ahead​

With a new season about to begin, Dale believes the foundations are finally in place.

“There’s a clear direction now. Everyone at the club knows what we’re trying to achieve.”

“That clarity is powerful.”

Final word​

“This club has incredible potential. What we’ve done this summer is start to unlock it.”

For Birmingham City, after years of drift, there is finally a sense that things are moving forward — with purpose.

 

[PWC2017]

FOR IMMEDIATE RELEASE
17th June 2022

BIRMINGHAM CITY FC ANNOUNCES GROUNDBREAKING 5-YEAR PARTNERSHIP WITH ADIDAS SPEZIAL​

Blues Become First Club in the World to Wear adidas SPEZIAL-Inspired Home & Away Kits — Plus Exclusive BCFC Fashionwear Line​

Birmingham, UK — Birmingham City Football Club is proud to announce a landmark five-year commercial partnership with adidas SPEZIAL, marking a historic moment in both football and fashion. Beginning with the 2022/2023 season, adidas SPEZIAL will become the club’s official kit manufacturer, with Birmingham City becoming the first professional club worldwide to wear SPEZIAL-inspired kits for both their home and away strips.

In addition to the on-pitch partnership, adidas will also develop a Birmingham City–inspired fashionwear line, blending SPEZIAL’s globally celebrated design philosophy with the club’s rich heritage. This exclusive line will be available to fans across the world, further cementing Birmingham City’s presence in global streetwear culture.

A FIRST-OF-ITS-KIND FUSION OF FOOTBALL, CULTURE & STYLE​

The adidas SPEZIAL partnership brings together two worlds that have long influenced one another: terrace culture and football identity. This deal includes full oversight of all first-team, academy, and staff kits, as well as a new era of retail and lifestyle apparel for supporters.

The collaboration will deliver:

• SPEZIAL-inspired Home & Away Kits
• Full Training & Travel Wear Ranges
• A Brand-New BCFC x adidas Fashionwear Collection
• Limited-edition capsules inspired by the city and its music, art, and football culture
• Retro-modern designs that connect the Blues’ past and future
• The same premium performance materials used across adidas’ top professional clubs

Chairman Neils DeVos said:

“This partnership is more than a kit deal — it’s an identity-defining moment. Birmingham City is now aligned with one of the world’s most iconic cultural brands. Adidas SPEZIAL’s ability to bridge heritage and modern design embodies everything we want this club to represent.”

ADIDAS SPEZIAL ON THE COLLABORATION​

An adidas SPEZIAL spokesperson added:

“British football and terrace culture have always been central to the SPEZIAL story. Working with Birmingham City allows us to take that connection further than ever before — into performance wear, into lifestyle design, and into a club with an authenticity rooted deeply in the city.”

BCFC x ADIDAS FASHIONWEAR COLLECTION​

As part of this partnership, adidas will launch a BCFC-inspired fashionwear line, featuring:

• Tailored outerwear and jackets
• SPEZIAL footwear colourways inspired by club heritage
• Streetwear staples including hoodies, track tops, and terrace jackets
• Limited-edition collaborations with Birmingham-based creators
• Modern reinterpretations of iconic Blues classics

CEO Jeremy Dale said:

“This collection will be unlike anything ever produced for a Championship or Premier League club. It’s about elevating Birmingham City into a global cultural space, not just a footballing one. The integration of SPEZIAL creativity with our club identity is a game-changer.”

Non-Executive Director Garry Cook added:

“We wanted to build a brand presence that stood out, and adidas SPEZIAL understood that instantly. The fashionwear line will resonate with fans who grew up on terrace culture, as well as a new generation of supporters.”

THE 2022/2023 KITS — A WORLD FIRST​

The new kits launching later this summer will feature:

• SPEZIAL’s signature retro-modern aesthetic
• Premium fabrics from adidas’ elite athlete range
• Clean silhouettes with minimalist detailing
• Bespoke BCFC touchpoints celebrating the club’s heritage and community

Fans can look forward to a major reveal event at St. Andrew’s, with exclusive first look access, live music, and limited-edition merchandise drops.

A LONG-TERM CULTURAL PARTNERSHIP​

The five-year agreement integrates adidas SPEZIAL into every layer of the club’s identity, including:

• On-pitch kits
• Training and travel wear
• Retail expansion and worldwide sales
• Collaborative fashionwear collections
• Community activations
• Integration into the club’s Vision 2030 infrastructure plans

 

[PWC2017]

**PRESS RELEASE​

Birmingham City Football Club Announces Landmark Front-of-Shirt Partnership with UNDEFEATED

Birmingham, UK – 20th June 2022 – Birmingham City Football Club is delighted to announce a groundbreaking new commercial partnership with UNDEFEATED (UNDFTD), the internationally renowned streetwear label, who will become the Club’s Official Front-of-Shirt Partner on a five-year agreement beginning with the 2022/23 Championship season.


UNDEFEATED’s iconic five-strike branding will appear on the front of all Men’s First Team, Women’s Team, and Academy kits throughout the duration of the deal. This partnership marks one of the most culturally significant shirt sponsorship agreements in English football, bringing together Birmingham City’s proud heritage and UNDEFEATED’s global status in sport-inspired fashion.

A First for Football & Street Culture​

The agreement follows the Club’s recently confirmed multi-year kit manufacturing deal with adidas Spezial, positioning Birmingham City as the first football club to wear Spezial’s trademark aesthetic across both home and away kits. UNDEFEATED’s partnership adds a bold cultural dimension to this new visual identity.

The collaboration includes:

• UNDEFEATED branding on all match kits for the 2022/23 season and beyond
• Presence across training wear, travel wear, and sideline apparel
• Retail partnerships across the UK, Europe, and North America
• Joint involvement in club-wide creative, community, and culture-focused initiatives

Collaborative Fashion Collections​

As part of the agreement, UNDEFEATED will work directly with Birmingham City and adidas Spezial to produce:

• BCFC x UNDEFEATED capsule fashionwear drops inspired by Birmingham City’s colours, history, and terrace culture
• Limited-edition seasonal releases that bring together football heritage and streetwear style
• Global retail availability, with select items sold through UNDEFEATED’s international stores and the Blues’ official club shop

These collections will debut during the 2022/23 campaign, offering fans the most fashion-forward range in club history.

Leadership Comments​

Jeremey Dale - CEO, Birmingham City FC, said:
“This partnership marks a major statement about where Birmingham City is heading. UNDEFEATED is a brand that represents ambition, culture, and authenticity — the same values guiding our rebuild both on and off the pitch. We are proud to welcome them as our new front-of-shirt partner.”


UNDEFEATED Co-Founder, James Bond, added:
“UNDEFEATED has long been inspired by sport, competition, and the communities surrounding them. Partnering with Birmingham City for the 2022/23 season allows us to step into football culture in an authentic way, and we are excited to help shape the club’s new era.”