<p>Birmingham City has <a href="https://www.bcfc.com/pages/en/media-article/birmingham-city-and-nike-extends-official-sportswear-partner-relationship" target="_blank" rel="noreferrer noopener">announced</a> that they have agreed to a contract extension with Nike and Undefeated.</p>



<p>The American sportswear company has been supplying kits to the club ever since the summer of 2020. The Blues were in the second-tiered Championship at the time. Nike’s deal was scheduled to expire ahead of the current campaign.</p>



<p>While the previous deal ran out ahead of the current campaign, and the club has since dropped down to <a href="https://worldsoccertalk.com/english-league-one-tv-schedule/">League One</a>, Nike is remaining on as an official partner. As a result, the company will supply official kits to Birmingham’s men’s, women’s, and academy teams.</p>



<p>The contract extension comes as the club is set to celebrate its 150th anniversary. As a result, Nike has already designed bespoke kits for the English team. Specialized official team jerseys, however, are not the only designs set to hit <a href="https://worldsoccertalk.com/teams/birmingham-city-tv-schedule/">Birmingham City</a> stores. The sportswear company is also producing custom leisurewear for the club as well.</p>



<p>Along with the Nike deal, Birmingham has also extended its sponsorship agreement with Undefeated. The fellow American sportswear brand regularly collaborates with Nike. While Birmingham has only labeled the Nike deal as a “multi-year agreement,” Undefeated will stay on as the club’s official front-of-shirt sponsor until 2027.</p>



<h2>Birmingham gets huge Nike deal thanks to high-profile ownership</h2>



<p>The massive deals are quite rare for a club in the English third division. Nevertheless, Birmingham is not exactly a typical League One team. The Blues were taken over by American businessman Tom Wagner in the summer of 2023. This came during a time in which the club was experiencing extreme financial difficulties.</p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<div class="ck-twitter"><blockquote class="twitter-tweet" data-width="500" data-dnt="true"><p lang="en" dir="ltr">The Club can announce that it has signed a new multi-year agreement with Nike. 🤝<br><br>The Nike team will now design bespoke kits based on insights and inspiration from the Club’s storied history.</p>— Birmingham City FC (@BCFC) <a href="https://twitter.com/BCFC/status/1836344891221184609?ref_src=twsrc%5Etfw">September 18, 2024</a></blockquote></div><script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<p>The billionaire’s introduction has helped Birmingham gain considerable publicity within the sport. However, Tom Brady, arguably the greatest NFL player in history, also joined as a minority investor. The move only further increased attention at the club.</p>



<p>Wagner and Brady’s influence at Birmingham has been directly compared to <a href="https://worldsoccertalk.com/teams/wrexham-tv-schedule-for-viewers-in-usa/">Wrexham</a>. The Welsh side has seen incredible growth in fandom following the arrivals of Hollywood owners Ryan Reynolds and Rob McElhenney. Both League One sides <a href="https://worldsoccertalk.com/news/wrexham-birmingham-set-to-meet-in-much-anticipated-match/">recently faced off</a> in undoubtedly the biggest match of the division’s season. Birmingham eventually won the match by a score of 3-1.</p>



<h2>Blues set sights on Premier League promotion</h2>



<p>With the Americans at the helm of the club, Birmingham has high hopes for the future. In fact, former Blues boss Barry Fry believes the team can get back to the top flight within two years. </p>



<p>“I am very, very confident that this new owner and this new group of players can take Birmingham City to the promised land yet again and back-to-back promotions to get them to the Premier League”, Fry recently <a href="https://onefootball.com/en/news/back-to-back-promotions-on-agenda-for-birmingham-city-says-former-boss-40089802" target="_blank" rel="noreferrer noopener">told</a> the Keep Right On podcast. </p>



<p>“Every game is nearly a sell-out. It is brilliant. And the fans deserve that, they have been in turmoil for years.”</p>



<p>Earning back-to-back promotions would certainly be a significant feat. Birmingham, however, has begun the campaign undefeated and is currently top of the third-division table. Wrexham also has elevated ambitions in the league and is directly behind the Blues in the standings.</p>



<p>Photo credit: IMAGO / PA Images</p>

Birmingham City extend impressive Undefeated and Nike deals

American sportswear companies Nike and Undefeated have extended their sponsorship deals with League One side Birmingham City.

Birmingham City extend impressive Undefeated and Nike deals - World Soccer Talk


<p>When you think of hip streetwear, the first thing that comes to mind probably isn’t Birmingham, England. But that’s exactly the connection the unlikely partnership of Birmingham City and UNDEFEATED has made.</p>



<p>In late July, the <a href="https://worldsoccertalk.com/championship-tv-schedule/">Championship</a> club announced UNDEFEATED as their new principal partner and sponsor. In addition, it was announced that the streetwear brand would act as Creative Director for all future merchandise and marketing projects.</p>



<p>The company was founded in 2002 in Los Angeles, and operates 23 stores around the world. They’ve collaborated previously with major brands such as Nike, Disney, Apple, and the NFL, NHL, NBA, MLB and MLS. They even recently developed <a href="https://undefeated.com/collections/undefeated-x-uswnt" target="_blank" rel="noreferrer noopener">a line with the USWNT</a>. </p>



<p>As part of the partnership, the brand’s five tally mark logo will appear on the club’s kits this upcoming season (see photo above). It’s the first time the same sponsor will appear on both the men’s and women’s City shirts.</p>



<p>
</p><table class="table5" style="border: 5px solid red;">
<tbody>
<tr class="table5" style="width:100%">
<td style="width:70%">
<center><h4>Our Pick:</h4>
Includes: Bundesliga, LaLiga, FA Cup, &amp; More</center>
</td>
<td rowspan="2" style="background-color:black; vertical-align: middle;">
<center><a href="https://go.web.plus.espn.com/mWebq" target="blank" rel="noopener"><div><figure class="image"><img src="https://ds-images.bolavip.com/news/image?src=https://images.worldsoccertalk.com/webp/full/WST_20230801_WST_446862_EplusRVO.webp&amp;width=200&amp;height=100" alt="ESPN+" width="200" height="100"></figure></div></a></center></td>
</tr>
<tr><td><center><a class="button" style="background-color:red" href="https://go.web.plus.espn.com/mWebq" target="blank" rel="noopener"><span style="color: white;"><strong>Sign Up</strong></span></a></center></td></tr>
</tbody>
</table>
<p></p>
&nbsp;



<h4>Birmingham City x UNDEFEATED Partnership an odd pairing</h4>



<p>These days many shirt sponsors are financial companies, airlines, or betting firms. But UNDEFEATED is primarily known for custom sneakers. The pairing with a historic, but in recent times mostly lower division club is certainly an eyebrow-raiser. </p>



<p>UNDEFEATED co-founder/co-owner James Bond (really, that’s his name), <a href="https://www.bcfc.com/news/all/undefeated-named-blues-new-principal-partner-and-sponsor" target="_blank" rel="noreferrer noopener">had this to say</a>: “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”</p>



<p>So far, the collaboration has produced relatively unremarkable kits and training wear. Basic stuff with the sponsor logos adorning some standard Nike equipment. Promotional images featuring some of the lifestyle apparel aren’t exactly that eye-catching either:</p>



<figure class="wp-block-image size-large"><div><figure class="image"><img loading="lazy" width="1200" height="675" src="https://ds-images.bolavip.com/news/image?src=https://images.worldsoccertalk.com/webp/full/WST_20230801_WST_446862_image-1200x675.webp&amp;width=1200&amp;height=675" alt="" class="wp-image-446875" srcset="https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/08/image-1200x675.jpeg 1200w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/08/image-300x169.jpeg 300w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/08/image-768x432.jpeg 768w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/08/image-1536x864.jpeg 1536w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2023/08/image.jpeg 1920w" sizes="(max-width: 1200px) 100vw, 1200px"></figure></div></figure>



<p>As the partnership progresses, it will be interesting to see if more, well, interesting designs begin to appear. As UNDEFEATED are an existing collaborator with Nike, it might move BCFC into the more creative end of the sporting giant’s kit design spectrum. And that would certainly be a welcome development. </p>



<p>But will Blues gear begin to permeate the streets around the world, wherever the cool kids are found? Only time will tell.<br><br><em>Photos: Birmingham City FC</em></p>


English Championship side Birmingham City have launched a partnership with UNDEFEATED, the US-based streetwear brand.

ALL POSTS TAGGED "Undefeated"

News

Birmingham City extend impressive Undefeated and Nike deals

Birmingham City

Birmingham City embarks on UNDEFEATED partnership