In what promises to be a history making season as the Midlands club enter European competition for the first time in over 50 years it is a refeshing approach to a problem many clubs now find themselves with. Finding a sponsor with the right money.
The unprecedented agreement will allow flexibility throughout the 2011/12 campaign and help the club to maximise commercial revenue while also building strong relationships with a wider range of local, national and international businesses.Should the circumstances allow then the club will also be in a position to make a public show of support to certain charitable causes.
With potential sponsors able to choose the game they want to support any live TVgames will obviously give the club a premium and in difficult times it seems to make commercial sense.
There is another upside as overwhelming feedback from supporters has also made it clear that a large number of Bluenoses want the choice to be able to buy this season's strips without a sponsor. The club's kit partner Xtep have provided the club with a range of unsponsored retro shirts which has proved a popular move.
Following this confirmation, the club's new away kit will be available to purchase first, as pre-planned, on Thursday August 4. Delivery for the home kits should then be taken the following week with further confirmation to be made in due course.
Commenting on the thinking behind this fresh approach, Commercial Manager Ian Dutton said:
"The commercial team have been working hard since relegation to find a suitable brand to work with the football club and unfortunately we had a number of offers that didn't match the price that we valued our shirt sponsorship to be.
"We didn't want to devalue that by accepting an offer that wasn't suitable so after some careful consideration we opted to bring a new and unique approach to Birmingham City.
"After speaking to Middlesbrough and West Bromwich Albion who have previously offered their shirt sponsorship on a match-by-match basis, we found that it worked very well for them.
"This will give brands the opportunity to test the water into shirt sponsorship rather than taking a leap of faith by taking the full season.
"We will be able to support brands and build positive relationships with local and national companies."
Any companies wishing to make the most of this opportunity can contact Ian Dutton on 0844 557 1875 option 3 or via e-mail: firstname.lastname@example.org.