Birmingham City Football Club, enjoying a hugely successful season so far under manager Alex McLeish, completed a club record yesterday when it signed an exclusive five-year sponsorship deal with Chinese sportswear manufacturer Xtep International Holdings Ltd.
Xtep will produce the club’s playing and training kit from the start of the 2010/11 season. Commenting on the deal Birmingham City’s vice chairman Peter Pannu said: “Not only is it a superb deal commercially, being the biggest sponsorship the club has acquired, but also on a brand level as it promotes the club internationally.”
The Xtep brand was created in 2002 and Xtep International Holdings has approaching 6,000 retail outlets in China.
Birmingham City FC was purchased back in October by Hong Kong businessman Carson Yeung who was quoted at the time as saying that he planned to “bring Birmingham to China.” China Central Television, as part of the deal, has agreed to broadcast at least eight of Birmingham City’s matches
The deal replaces the club’s three year sponsorship with Umbro, which finishes at the end of the current season.