Birmingham City score Nike extension after checking in Delta renewal

Birmingham City have inked a multi-year extension of the club’s kit supplier deal with Nike.

Under the renewal, which includes sportswear sponsor designation, the US brand will continue to produce the Blues’ men’s, women’s and academy kits.

Nike first became the club’s supplier in 2020, when the company signed a four-year partnership to replace Adidas.

Garry Cook, CEO of Birmingham City, said, “The link-up with Nike reiterates our desire to forge mutually beneficial strategic alliances with world-leading brands and organisations.

“We are thrilled to have Nike by our side as we embark on a journey that is going to make Birmingham City one of the most exciting stories in football in the coming years.”

The deal marks the Blues’ second agreement this week, after revealing Delta as the club’s airline partner for the 2024/25 season.

The partnership with the US airline coincided with the Blues’ League One fixture against Wrexham on Monday, which was broadcast on Sky Sports domestically, and on CBS in the US.

The two American-owned clubs are both looking to expand within the US market, with City CEO Cook suggesting earlier this week that the teams face each other in the US.

In July 2023, US-based Knighthead Capital Management completed its takeover of the Blues, before NFL legend Tom Brady also invested in the club, becoming a minority owner the following month.

Wrexham meanwhile have seen their popularity soar in the US in recent years, since the arrival of Hollywood stars Ryan Reynolds and Rob McElhenney as owners in 2021.

In April, the Blues revealed plans for a new ‘world class’ stadium in East Birmingham, which will cost between £2bn and £3bn.

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