Delta Air Lines and Birmingham City FC Announce Groundbreaking Partnership
Delta Air Lines, a leader in global air travel, has officially become the official airline partner of Birmingham City Football Club for the 2024/2025 season. This strategic partnership, announced on September 16, 2024, marks a significant milestone as both entities strive to enhance their global presence and engage more deeply with international audiences.
The collaboration between Delta and Birmingham City will debut as Birmingham City faces Wrexham AFC in a highly anticipated match in the Sky Bet League One, broadcasted live. This partnership not only highlights Delta’s commitment to supporting global sports but also aligns with Birmingham City’s ongoing efforts to strengthen their brand worldwide.
As part of the partnership, Birmingham City players will don jerseys featuring Delta’s logo, enhancing brand visibility. Additionally, Delta’s presence will be prominent in the club’s home ground at St. Andrew’s @ Knighthead Park, with branding displayed on new digital screens and advertising boards, significantly boosting the airline’s visibility among the fans.
Expanding Impact Through Strategic Collaborations
Tom Wagner, Owner and Chairman of Birmingham City, expressed enthusiasm about the partnership. He emphasized the role of collaborations with leading brands like Delta, alongside UNDEFEATED and Nike, in driving the club’s ambition to be recognized as a global sporting powerhouse. Wagner noted that this partnership represents the start of a new era in the club’s nearly 150-year history, positioning it for greater success on the international stage.
Delta’s Senior Vice President for Europe, the Middle East, Africa, and India, Matteo Curcio, echoed these sentiments. He highlighted the importance of integrating Delta into Birmingham City’s narrative as they aim for the highest echelons of football. Curcio’s vision for Delta’s role in this partnership aligns with the airline’s slogan, “Keep Climbing,” which resonates with Birmingham City’s aspirations.
The partnership also extends to the women’s team, which will showcase Delta’s branding during their Barclays Women’s Championship home game against Portsmouth, further underlining the inclusive nature of this collaboration.
Investments and Future Aspirations
In July 2023, Knighthead Capital Management’s significant investment in Birmingham City set the stage for ambitious plans, including the club’s return to the topflight of English football. This partnership with Delta is part of a broader strategy to elevate the club’s status and connect with a global audience.
American football legend and entrepreneur, Tom Brady, an investor and board advisor for Birmingham City, brings a wealth of experience in sports management and branding, contributing to the club’s strategic initiatives.
Birmingham City CEO, Garry Cook, detailed the transformative impact expected from the multi-billion-dollar Sports Quarter project in East Birmingham, with the football club at its core. This development is poised to attract millions annually, many of whom will arrive via Delta, further integrating the airline into the local community and fanbase.