Blues Set For Undefeated Season
EFL Championship football club Birmingham City has signed streetwear brand Undefeated as its new principal partner and sponsor.
Undefeated will become the creative director on all future strategic merchandise and other marketing projects between the brand and the club, with the aim of ‘creating unique experiences for Birmingham City supporters.’
The logo of the streetwear brand will appear on the men’s and women’s home and away shirts as well as across the club’s training range for the 2023/24 campaign.
Undefeated’s first venture into football sponsorship will also create history for Birmingham City FC, in what will be the first time that the same brand will appear on the men’s and women’s jerseys simultaneously.
James Bond, Co-founder and Co-owner of UNDEFEATED, said, “The exciting part about this unique partnership is the way we are able to join our brand, authentically through a deep association, with a leading professional sports organisation. It allows us to evolve beyond the streetwear category and grow authentically through sport. Since day one, UNDEFEATED has been a brand athletes wear in action, to and from the facility, so being on the jerseys and the pitch is authentic to our brand DNA”.
Garry Cook, Chief Executive Officer at Birmingham City FC, added, “We are proud to call UNDEFEATED our partner. Our strategy is to work with brands who help us create unbelievable experiences for our fans. UNDEFEATED delivers this. It is a brand from the street, with an incredible following, driven by its focus on inspiring young people through creativity and attention to detail. Through this collaboration we will offer Birmingham City fans something unexpected and exciting. Birmingham on the rise again.”
Eric Cheng, UNDEFEATED Co-Owner and Chief Executive Officer, expressed, “Birmingham City has such a rich history as a well-respected football club. Birmingham and UNDEFEATED share a similar brand ethos with the underdog mentality. We look forward to the opportunity to infuse a football club of such heritage and traditions with our sensibility and style through our creative inspiration. We are proud to have UNDEFEATED across the chest of the Birmingham City Football Club as its sponsor”.
The partnership is the first since Knighthead Capital Management LLC (Knighthead), as the sponsor of Shelby Companies Ltd, assumed responsibilities for all operations of the Club.
Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.
