Delta Partners with Birmingham City FC
Delta Air Lines has forged a groundbreaking partnership with Birmingham City Football Club, becoming the club’s official airline partner for the 2024/2025 season. Announced on September 16, 2024, this historic deal aims to elevate Birmingham City’s global presence through strategic “storytelling opportunities” and collaborative promotional efforts, positioning the football club as a prominent force in international sports.
The partnership officially begins on September 16, 2024, coinciding with Birmingham City’s match against Ryan Reynolds’ Wrexham AFC in a Sky Bet League One fixture broadcast live on television. As part of the agreement, Delta branding will feature prominently on Birmingham City players’ shirts. Additionally, the airline’s logo will be displayed on the club’s new digital screens and advertising boards at St. Andrew’s @ Knighthead Park, enhancing visibility and brand association for both entities.
Moreover, the partnership extends to Birmingham City’s women’s team, which will showcase Delta branding on their shirts during the Barclays Women’s Championship home game against Portsmouth on September 22, 2024. This inclusive approach highlights Delta’s commitment to supporting all facets of the club’s operations and promoting gender equality in sports.
“We’re excited to welcome Delta to the Blues family. As we continue leveraging our resources to bring Birmingham City to a global audience, Delta’s vast network will help us connect our international fan bases and bring them and our team to new heights,” said Tom Wagner, Owner and Chairman of Birmingham City. “Alongside world-class brands like UNDEFEATED and Nike, Delta shares our vision to elevate the club. This marks the beginning of a defining era in our nearly 150-year history.”
Birmingham City currently competes in England’s second-tier league, striving for promotion to the prestigious Premier League. In July 2023, Knighthead Capital Management made a significant investment in the club, aiming to transform Birmingham City into a “beacon of excellence” for the UK’s second-largest city. This investment aligns with the club’s ambition to enhance its global footprint and achieve top-flight status.
Adding to the club’s high-profile support, American football legend and entrepreneur Tom Brady is an investor and advisor on Birmingham City’s board. His involvement underscores the club’s strategic vision and commitment to excellence both on and off the pitch.
“Birmingham City Football Club is an important part of the fabric of England’s second-largest city. We’re excited to be part of the club’s storytelling as they work towards the highest levels of football,” stated Matteo Curcio, Delta’s Senior Vice President for Europe, the Middle East, Africa, and India.
Knighthead Capital Management is also spearheading the development of a multi-billion-dollar Sports Quarter in East Birmingham, with Birmingham City FC at its core. “Our owners are spearheading one of the country’s largest infrastructure projects, the Sports Quarter, here in East Birmingham. It will attract millions of visitors each year and many of them will choose to arrive on Delta planes,” Garry Cook, Birmingham City CEO, commented. “Delta is one of the world’s leading brands. Delta’s rally cry, ‘Keep Climbing’, resonates with the journey that Birmingham City is now on. Blues is going to be one of the most exciting stories in football in the next five years.”
Zhixing Sun, Regional General Manager for China Southern Airlines Australia and New Zealand, highlighted the strategic importance of the partnership: “We are looking forward to strengthening cooperation with various sectors in South Australia, continuing to expand the ‘Canton Route’, and bringing more travelers from China and around the world to South Australia.”
This collaboration between Delta Air Lines and Birmingham City FC is poised to drive significant growth in tourism and international recognition for both partners. By leveraging Delta’s extensive global network and Birmingham City’s passionate fan base, the partnership aims to create a mutually beneficial relationship that enhances the sporting and travel experiences for fans worldwide.