Winning over fans in football isn’t just about what happens on the pitch—it takes effort, investment, and, in Birmingham City’s case, a few rounds at the pub.
Since the American ownership group, Knighthead Capital, took charge in 2023, chairman Tom Wagner has made a habit of immersing himself in the fan experience.
His routine? Flying in from New York, choosing a local pub near the game, and picking up the tab.
This tradition has already led to some memorable moments, including a visit to The Turf in Wrexham ahead of the ‘Hollywood derby’ against Ryan Reynolds’ club.
Wagner, accompanied by Delta Airlines executives, was met with playful boos upon arrival, but those jeers turned into cheers once the drinks started flowing.
By the end of the night, the bill had climbed into the thousands, a pattern that has repeated at several away fixtures.
Rebuilding a Legacy
Birmingham City’s new owners inherited a club that had been mismanaged for years under Birmingham Sports Holdings.
Restoring trust among supporters became a top priority.
While results on the pitch have improved dramatically, the club’s leadership knew that financial backing and a strong vision were equally crucial.
A £24 million spending spree on signings, including Fulham striker Jay Stansfield for a record-breaking League One fee, has bolstered the squad.
Additionally, the presence of NFL legend Tom Brady as a minority stakeholder has helped generate international attention.
With bold plans for a new 60,000-seater stadium and a £3 billion ‘Sports Quarter’ in the works, Wagner is positioning Birmingham City as a future powerhouse.
Learning from Past Mistakes
The road to revival hasn’t been without missteps.
Knighthead’s decision to sack John Eustace when the club was in a stable Championship position backfired, and the subsequent appointment of Wayne Rooney turned into a disaster.
After just 83 days in charge, Rooney’s tenure left the club in freefall, culminating in relegation to League One.
The low point was publicly acknowledged when Brady, whose stake in the club was revealed right after relegation, was ridiculed on Netflix’s ‘Roast’ show.
Coach Bill Belichick delivered a stinging punchline: “Your soccer team got knocked down a tier… They suck!”
But fast forward to today, and Birmingham City is proving the skeptics wrong with an impressive push for promotion.
A Vision for the Future
Now under the guidance of manager Chris Davies, the club is thriving in League One, with Wagner eyeing a return to the Premier League by 2026.
Unlike owners looking for a quick flip, Wagner insists this is a 20-year project.
The scale of investment supports that claim, with ambitious recruitment, infrastructure improvements, and a growing international footprint.
Off the pitch, Birmingham City is capitalizing on its newfound American connections.
Sponsorship deals with Delta Airlines and Undefeated have opened financial doors, and an upcoming partnership with a major US tourism board is expected to further enhance their global appeal.
Though some critics question Brady’s level of involvement—he has attended just three games in 18 months—the club maintains he plays an active role in areas like sports science and nutrition.
The American Influence
Unlike most League One clubs, Birmingham City enjoys a unique revenue stream thanks to its growing popularity in the US.
Attendance at St Andrew’s averages 26,000 per game, the highest in the division, but the club’s financial muscle is also being strengthened by a surge in American interest.
BluesTV subscriptions from the US now account for 28% of total sales, and there’s even talk of a behind-the-scenes documentary featuring Brady.
In a bold move, Birmingham recently explored the idea of playing a fixture in the United States, something unheard of for a third-tier English club.
While that proposal didn’t materialize, it demonstrates their willingness to think outside the box.
The Road Ahead
With promotion within reach, the club’s momentum is undeniable.
If their ambitious social media targets are met, Knighthead’s investment will trigger a £3 million bonus, fueling further growth.
Wagner is confident that Birmingham City will become “one of the biggest stories in world football over the next decade.”
As the NFL season wraps up, there’s speculation that Brady will make an appearance at St Andrew’s before the campaign ends.
His presence would undoubtedly generate buzz and perhaps even fund another round at the pub.
If Wagner’s vision comes to life, Birmingham City’s transformation could be one of football’s most compelling stories—one that even Bill Belichick might have to reconsider.