Industry News

Birmingham’s St. Andrews signs naming-rights sponsor

English Championship football club Birmingham City has agreed a deal for Trillion Trophy Asia Ltd to take on naming rights to its home stadium, St. Andrews.

Financial terms of the three-year agreement were not disclosed, but Birmingham said a “significant” partnership has been signed.

The club’s home ground will now be known as St. Andrews Trillion Trophy Stadium. Birmingham’s training complex will also become the Trillion Trophy Training Centre.

As part of the deal, Trillion Trophy Asia will receive increased exposure and commercial, brand and marketing opportunities.

Birmingham chief executive Xuandong Ren said: “This is a landmark partnership for the club.From a business perspective, it is important that we look at all such avenues with which to maximise our revenue to help ensure the club remains financially strong and competitive on the football field.

“In renaming the ground, we were acutely aware of the emotions surrounding this subject, hence it was agreed to retain St. Andrew’s in the title – our home that we know means so much to our supporters.”

Birmingham is owned by Birmingham City PLC, which is owned by Birmingham Sports Holdings Ltd. Trillion Trophy Asia is the largest single shareholding in Birmingham Sports Holdings, which is listed on the Hong Kong Stock Exchange.

A spokesman for Trillion Trophy Asia said: “We are proud to be able to put our name to an iconic venue such as St. Andrew’s and to the Wast Hills training centre.

“This cements our bond with and our backing of the club and we are looking forward to a successful partnership.”

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