LATEST NEWS : Garry Cook explains ‘Sports Quarter’ plan after Birmingham City sign record Knighthead agreement

The latest Birmingham City news from BirminghamLive covers Garry Cook’s reaction to the Knighthead naming rights agreement.
According to Garry Cook, Birmingham City’s Sports Quarter project would be “world class and a clear statement of intent.” The club today announced a new relationship with owners Knighthead, which will grant the American investment firm name rights to St Andrew’s, Wast Hills, and a potential fan park.

St Andrew’s will become St Andrew’s @ Knighthead Park, and Wast Hills will be renamed The Knighthead Training and Academy Grounds. The deal, which the Blues claim is a record commercial sponsorship agreement, is expected to be worth nearly £16 million by the end of next season.

Knighthead Park is the first step in establishing a Sports Quarter in the heart of Birmingham. In addition to football matches, the Blues intend to bring other sporting and entertainment events to the Second City.

Blues CEO Cook believes the ideas will result in major investment in the football club. He stated: “Birmingham is now a worldwide tale, with the Club as its center. A global audience has tuned in to what’s going on at Blues; they want to know more, and we’ve only scratched the surface of what’s possible.

“St. Andrew’s @ Knighthead Park, as well as the ambitious proposal for a ‘Sports Quarter’, will serve as a proxy brand for Knighthead. “It will be world-class and a clear declaration of intent.”Knighthead has invested in Birmingham, providing a level of ambition that will benefit both the club and the community. Football clubs must embrace new ideas and approaches in order to grow and compete. Our cooperation is an example of this.

“We see the football world differently, and we understand that raising awareness and participation on social and other media channels can improve our commercial growth potential. For the Blues, this implies enormous investment, both on and off the pitch. This is the future, and another big vote of confidence from Knighthead in Birmingham and the transformation that we are bringing to the Club.”