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Blues announce deal with Sadler’s Brewery Co.

The two-year partnership will see the iconic Sadler’s Peaky Blinder logo adorn the back of the men’s first team shirts.

BCFC

Birmingham City Football Club has agreed a new back of shirt sponsorship with Sadler’s Brewing Co.

The two-year partnership will see the iconic Sadler’s Peaky Blinder logo adorn the back of the men’s first team shirts. 

Founded in 1861 by Nathaniel Sadler, Sadler’s Brewing Co originated in the Black Country, where the family-run business still operates from today. Sadler’s Brewing Co produces a selection of signature craft beers and award-winning ales.

The popular Sadler’s Peaky Blinder lager will be available on match days at the fan bars inside St. Andrew’s Trillion Trophy Stadium.

Ian Dutton, Chief Commercial Officer, Birmingham City Football Club, said: “We are delighted to welcome Sadler’s Brewing Co as the Club's new back of shirt sponsor.

“This partnership symbolises the proud heritage and history of Birmingham City Football Club and the city of Birmingham.

“We are proud that our men’s team will carry the famous Sadler’s Peaky Blinder logo and we are very much looking forward to a successful partnership with Sadler’s.”

Aster Sadler, Marketing Director, Sadler’s Brewing Co, said: “This is the next stage in Sadler’s marketing evolution as we look to cement our position in the region and increase our national brand awareness. This deal will give us high visibility on match days to local and visiting fans, and corresponding TV coverage of the games will also help to deliver that additional awareness to help with our growth plans.

“We feel extremely proud to be in a position to provide additional support to our hometown club and we wish Birmingham City a successful 2019/20 season.”

The Sadler’s Brewery Co logo will feature on all adult replica shirts. The new 2019/20 adidas home kit is available to purchase from Saturday 29 June, online and at the Blues Store.

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