Birmingham City football club has unveiled asset management company F&C as its sponsor following the team’s promotion to the Premier League. F&C replaces budget airline Flybe, which recently pulled the plug on its four-year association with the football club.
The deal covers shirt sponsorship and dominant advertising at the club’s stadium. It further cements F&C’s relationship with football, which includes a partnership with Hibernian football club and the sponsorship of the League Managers Association.
John Yule, head of retail distribution at F&C, says: “We will work closely with the club and their supporter base, and we intend to support Birmingham City’s extensive community programme. We will also look for opportunities for financial advisers to get involved with the club and football.”
No financial details of the deal were disclosed.