F&C has announced it will be the principal sponsor of promoted Birmingham City Football Club for the next three seasons.
The deal, which officially starts next month, will include shirt sponsorship, signs in the club’s St Andrew’s stadium signage and a range of other club activities.
F&C has a long association with football through its third year sponsoring the League Managers Association, the union for football managers, as well as a partnership with Hibernian FC in Scotland.
John Yule, head of retail distribution at F&C, says: “Birmingham City has long been known as a very community focused football club whose brand values and aspirations to succeed, we believe, closely match our own.
“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.
“Football is unquestionably the most popular sport in the UK and as such appeals to the majority of our client base. Its popularity makes sponsorship a very powerful tool for raising the company's profile by offering unrivalled and unique brand awareness opportunities for more than 40 weeks a year on a local, national as well as an international level.”
Karren Brady, managing director of Birmingham City FC, adds: “We have now reached the stage where a fresh, even more dynamic and lucrative sponsorship was essential to our continued development.”
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