Birmingham City have announced they are to offer the advertising space on the front of their playing shirts on a match-by-match basis.

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.

Commenting on the thinking behind this fresh approach, Blues’ 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.”

Source: www.fcbusiness.co.uk

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