Birmingham City have sold the naming rights for their ground in a “multi-million pound, multi-year” deal.
Before the season ends, St Andrew’s@Knighthead Park will be the new name of the Championship club’s stadium.
Birmingham was fully acquired by Knighthead Capital Management’s US affiliate Shelby Companies Limited (SCL) in July of last year.
According to a release, the deal marks the beginning of the development of a sports district in the centre of the city.
“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,” the release stated.
After John Eustace led Birmingham to sixth place in the Championship, the squad is now in 20th place, eight points clear of the relegation zone. Former England captain Wayne Rooney took over as head coach.
The stadium of the Championship club will be renamed St Andrew’s@Knighthead Park before the end of the season.
In July of last year, Shelby Companies Limited (SCL), a US unit of Knighthead Capital Management, acquired Birmingham in its entirety.
A press release claims that the agreement launches the construction of a sports district in the city’s core.
“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,” said the press statement.
Birmingham is now in 20th place in the Championship, eight points clear of the relegation zone, following John Eustace’s lead to sixth place. Wayne Rooney, a former captain of England, assumed the role of head coach.
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