Birmingham City has agreed an undisclosed deal with leisure firm EZE Group to become the club’s new official principal partner for the 2012/13 season.
The new sponsorship agreement will see EZE Group’s logo and branding appear on the front of all Blues’ home, away and third choice football shirts, as well as on training kits, bibs and match-day clothing worn by management and backroom staff.
No value was revealed for the deal which follows a commercial partnership last season when EZE Group were BCFC’s official travel, leisure and entertainment partners.
The deal comes against a backdrop of tough financial times for the club, which posted a loss after being relegated from the Premier League and was banned from making transfers for a period after its Far Eastern parent company failed to post accounts.
The agreement includes a host of commercial sponsorship rights including perimeter advertising, prominent branding around St Andrew’s and advertising on the club’s big screen.
The partnership also includes sponsorship of six matches throughout the season, an executive box for ten guests at every home game and a website presence.
Blues’ new kit design for the forthcoming season is due to be unveiled over the next few weeks, but new manager Lee Clark, pictured, has welcomed his players back for the first day of pre-season training and put the squad through their paces in training
kit bearing the EZE Group brand.
"Whilst there’s nothing easy about pre-season training, it’s tremendous to have secured EZE Group’s backing which means a lot to everyone associated with the club," said the Blues boss.
Ian Dutton, Blues’ commercial manager, added: "Given the success of the commercial partnership last season, not to mention the achievements of the players on the pitch, we’re looking forward to building our relationship over the coming season by hopefully going one step further with the backing of our new principal partner."
Abdul Rashid, EZE group’s European commercial director, said: "Our successful partnership with Blues last season played an important role in building our profile and the fact that we have now agreed to become official principal partner, reflects the strength of the relationship we have built with the club."