The English football club, Birmingham City FC have strengthened leadership with the appointment of Stephen Haines as the Chief Commercial Officer – New Revenue Streams.
Haines has almost three decades of expertise driving commercial strategy, brand relationships, and worldwide development for some of the world’s most innovative firms. He joins Birmingham City at a critical juncture, as the club accelerates its development both on and off the pitch following its promotion to the EFL Championship.
His appointment coincides with the club’s advancement of plans for the transformational Birmingham Sports Quarter, a multibillion-pound redevelopment project that will include a new 60,000-seat stadium, cutting-edge training facilities, and a revitalised sporting and cultural area.
Haines previously worked at Meta for 16 years, where he was one of the company’s first foreign recruits and played a key role in its worldwide expansion. He oversaw the construction of Facebook’s first abroad office, spearheaded the development of high-impact commercial relationships in international markets, and played a key role in starting Instagram’s advertising business, resulting in the company’s first multimillion-dollar worldwide contract.
Haines will lead Birmingham City’s new commercial possibilities. On the development, Haines said, “It’s an honour to join Birmingham City at such an exciting and transformative time. Football has always been a personal passion, and I’m energised by the opportunity to bring innovation, creativity, and additional ambition to a Club with such a rich history and incredibly bright future.”
Birmingham City Chief Executive Officer, Jeremy Dale, said, “We’re thrilled to welcome him to Birmingham City as we continue to build the senior leadership team that will deliver both our global ambition and local pride. Stephen is a world-class operator who excels at building relationships, developing new opportunities, and navigating complex deal structures.”
Stephen’s appointment is part of the club’s ongoing transition under Knighthead ownership, which builds on a foundation of progress, modernisation, and a strong commitment to community and performance.
In addition to Meta, Haines has held key positions at Yahoo and Viacom, where he was widely credited with pioneering digital advertising tactics and driving the early growth of the global media environment.