Championship side Birmingham City have a brand-new shirt sponsor starting from the 2023-24 season in global streetwear company UNDEFEATED.
US-based company Knighthead Capital Management, through its affiliate Shelby Companies Limited, managed to assume full ownership of St. Andrew’s and 45.98% ownership of Birmingham City Limited.
Shelby Companies Limited will be responsible for all club operations, provide the requisite funding to renovate the stadium, and write a new chapter in the club’s history.
The agreement with UNDEFEATED is the first sponsorship deal that the club embarked on following the change in ownership.
UNDEFEATED, founded in 2002 in Los Angeles, is an original authentic sneaker store and apparel brand.
Their five-strike logo will adorn the front of the Blues’ new Nike jerseys, with the home shirt royal blue with a darker blue pattern in the middle and the away shirt a combination of red and black.
According to the board’s new CEO Garry Cook, the club were looking to partner with a brand that will deliver unforgettable experiences for the fans and believe UNDEFEATED fit the bill perfectly.
Continuing to sing the praises of their new collaborators, Cook believes that UNDEFEATED will offer the Blues’ fans something “unexpected and exciting” as the club attempt to return to prominence.
It is a time when major financial institutions and betting companies adorn the front of jerseys across the top three tiers of English football.
In fact, John Eustace’s side were sponsored by Irish gambling company BoyleSports until the previous term.
Given that, it is refreshing to see a brand like UNDEFEATED join forces with the Blues.
UNDEFEATED’s collaboration with Birmingham City has shocked the public, who were visibly unprepared for the news.
One response to the announcement maintained that it was a bolt from the blue while another called it a wild crossover.
Yet another predicted that the Blues’ kit release will cause a frenzy among non-football fans as they clamor to get their hands on the same.
UNDEFEATED plan on opening additional chapter stores in Asia aside from the existing locations in Shanghai, Beijing, Tokyo, Osaka, and Hong Kong, looking to expand to the European market soon after.
For their part, the UNDEFEATED co-owners James Bond and Eric Cheng are hopeful that they can grow the brand further through sport in association with a club that has a rich history.
They also noted that both names share a similar brand ethos with the underdog mentality and expressed their pride at getting on the pitch via the Blues’ jerseys.
They will also act as Creative Director on all future strategic merchandising and other marketing projects relating to the combination of the brand and the club.
UNDEFEATED have a worldwide following through collaborations with a variety of prestigious brands across industries such as Nike, Air Jordan, Disney, Apple, EA Sports, and so on.
They are a brand that athletes have regularly worn in action and now, they have the chance to bring their creativity and style to a football club steeped in tradition and heritage.
A completely random collaboration, only time will tell if it brings more success to St. Andrew’s.
The Blues have been in the second tier of English football since the conclusion of the 2010-11 season when they won the League Cup for only the second time in their history.
It remains to be seen if John Eustace’s side can make the jump up to the top flight following what has so far proved a busy summer.