17.09.2025 19:33
source: StadiumDB.com; author: Paulina Skóra
Birmingham City has a clear goal – return to the Premier League and build solid financial foundations. Since the American investment group Knighthead took over, promotion to the English top flight has become the primary target, with a longer-term vision of creating a stadium worthy of the biggest clubs.
From League One to the Championship
The first step has already been taken – The Blues climbed out of League One and are back in the Championship. But that’s just the beginning. Competing against relegated Premier League teams, with large budgets and parachute payments, is far from easy. That’s why Birmingham is aiming for unconventional thinking.
© Stadium as a revenue engine
Newly appointed commercial director Stephen Haines announced that St Andrew’s @ Knighthead Park – the current home of Birmingham City – will become more than just a football venue. The club plans to host non-sporting events to boost revenue, a strategy that has already worked for Tottenham and West Ham. Birmingham City hopes to follow a similar path.
The club aims to become the top earner among Championship sides without parachute payments – the special Premier League subsidies for teams relegated from the top flight that compensate for lost income. Long-term, Birmingham City wants to compete financially with the strongest Championship teams. Maximizing stadium use beyond football matches is key to this strategy. Projects that were previously considered unfeasible are now attracting significant interest from brands and business partners.
© Struway (cc: by-sa)
New stadium by 2029?
Knighthead’s ambitions go beyond the business model. St Andrew’s has been Birmingham City’s home since 1906, but investors are already looking to move. If all goes to plan, the club could be playing in a new 62,000-seat stadium by 2029 on a 48-acre site in East Birmingham. The design will be inspired by Manchester City’s Etihad Stadium complex and will include commercial and leisure facilities alongside the football arena.
Birmingham City wants to become a club that not only reaches the Premier League but stays there, supported by strong finances and modern infrastructure. For fans, this promises not just a return to the top tier, but a completely new matchday experience – potentially at one of the most advanced stadiums in England.