CEO Garry Cook and chairman Tom Wagner of Birmingham City (Image: PA Wire)
Over the following 2.5 years, Birmingham City’s historic naming rights agreement with owners Knighthead may be valued at an astounding £25.4 million.
The team has revealed a multi-year deal that grants Knighthead the name rights to Wast Hills, St. Andrew’s, and a future fan park.The name of the establishment will now be St Andrew’s at Knighthead Park, and there are plans to create a “Sports Quarter” in the center of Birmingham.
The ownership group of the Blues, led by American billionaire Tom Wagner, has been thinking about methods to boost the club’s income ever since acquiring a 45.64 percent controlling stake in the summer. In order to strengthen the club and give Tony Mowbray’s team a better chance to contend for promotion to the Premier League, they wish to enhance their revenue streams.
The money from this sponsorship agreement, which the Blues claim is the largest in the club’s history, will be available right away. According to a document made available to the Hong Kong Stock Exchange, assuming all performance-related bonuses are met, the contract may be valued £25,416,666.70 by June 30, 2026.
Knighthead has committed to a set sponsorship fee of around £2.3 million for the duration of this season. The amount will rise to £5.5 million for the upcoming season and £5.775 million for the 2025–2026 league.
Every rank the Blues finish above their current spot in the Championship will earn them a bonus of £50,000. For instance, Blues, who are presently in 20th place, might win £500,000 if they place 10th. In the event that Blues win the Championship, their potential earnings are £950,000. It will also remain in effect for the upcoming two seasons.
Social media is also given a lot of weight in this agreement. Wagner announced that Tom Brady had joined the Blues as a minority investor back in August, praising the team for their “17 billion positive media impressions.” Knighthead will give Blues a £100,000 performance bonus for each 20 million certified social media impressions. There is a £3 million season cap.
Blues are certain to miss out on some of their performance-related bonuses, but by June 2026 they will have received at least £13.5 million. Whatever more is a bonus.