Monday, September 16, 2024 The partnership was officially launched on Monday, September 16, coinciding with Birmingham City’s Sky TV appearance during the live broadcast of the Sky Bet League 1 match against Wrexham. The game, a sell-out with 29,000 spectators, was broadcast across the UK, the US, and worldwide. Delta’s branding will be visible on the Birmingham City Men’s First Team’s shirt sleeves, along with prominent placements on the club’s digital screens and advertising boards at St.
Andrew’s @ Knighthead Park. Delta will also be featured on the Birmingham City Women’s First Team kit, debuting during their Barclays Women’s Championship home match against Portsmouth on September 22, 2024. This collaboration goes beyond branding, with Delta and Birmingham City planning to create compelling storytelling opportunities to engage football fans around the globe and elevate the club’s rising status on the world stage.
Tom Wagner , Birmingham City Owner and Chairman of the Board, expressed excitement about the partnership, stating: “We are delighted to welcome Delta into the Blues family. As we continue to bring Birmingham City to a global audience, Delta’s vast network will allow us to connect with our international fan base, taking the club to new heights. Alongside world-class brands like UNDEFEATED and Nike, Delta shares our ambition to elevate the club, marking the beginning of a transformative chapter in our nearly 150-year history.
” Garry Cook , CEO and Board Member of Birmingham City, emphasized Delta’s global reputation: “Delta is one of the world’s leading brands, and their motto, ‘Keep Climbing,’ aligns perfectly with Birmingham City’s journey. Our club is on the verge of a remarkable transformation over the next five years. Our teams are embarking on an exciting path, our charitable Foundation is improving the lives of countless people across the city, and leading global brands are eager to collaborate with us due to the immense value we offer.
Our ownership group is spearheading one of the largest infrastructure projects in the country—the Sports Quarter in East Birmingham—which will attract millions of visitors annually, many of whom will choose Delta to travel to our city. Birmingham, in partnership with Delta, is undoubtedly on the rise.” Matteo Curcio , Delta’s Senior Vice President for Europe, the Middle East, Africa, and India, expressed the airline’s enthusiasm for the collaboration: “Birmingham City Football Club is integral to the fabric of England’s second-largest city, and we are excited to be part of their journey as they aim for football’s highest levels.
” The partnership with Delta reflects the growing international interest in Birmingham City since Knighthead Capital Management ‘s investment in the club on July 13, 2023. Knighthead’s vision has been to position Birmingham City as a global beacon of excellence. Part of this effort includes the ambitious development of a £2-3 billion Sports Quarter in East Birmingham, with the football club at its heart, signaling the city’s growing prominence in the world of sport and tourism.
The club’s increasing appeal has also been boosted by the involvement of American football legend Tom Brady , who joined Birmingham City as an investor and advisor to the Board on sports medicine, recovery, nutrition, and mental preparation. Brady’s participation has added further global visibility to the club, strengthening its connections with the international sports community. Knighthead Capital Management, LLC was co-founded in 2008 by Ara Cohen and Thomas Wagner .
Knighthead Capital is an SEC-registered investment advisory firm specializing in event-driven and deep-value investment strategies, particularly in companies undergoing financial or operational restructuring. The firm is focused on delivering attractive risk-adjusted returns while prioritizing capital preservation. Knighthead Capital manages a diverse range of investment vehicles, including a long/short Evergreen Hedge Fund, Closed-End Credit Vehicles, a Real Estate Lending division, and a robust Insurance Asset Management business.
This collaboration between Delta Air Lines and Birmingham City Football Club signifies an exciting chapter in the club’s history, reinforcing the club’s mission to solidify its position as a major force in football, both locally and internationally..
