Yeung secures Chinese sponsor for Birmingham City

18 January 2010 | By Adam Fraser

Contract summary

Length of contract: 5 years
Annualised value: US$2.5 million
Overall value: US$12.5 million

Birmingham City have been boosted by a multi-million dollar agreement, taking advantage of their Chinese links to land a club-record deal with Xtep International Holdings Ltd.

Xtep will manufacture Birmingham's kits and training gear for the next five years after agreeing a deal with the club, owned by Chinese businessman Carson Yeung.

"This is a fantastic deal for the football club," said Birmingham vice-chairman Peter Pannu. "Not only is it a superb deal commercially, being the biggest sponsorship the club has acquired, but also on a brand level as it promotes the club internationally.

"Xtep are big players in the sportswear market in China and this partnership will expand the Birmingham City FC brand in the Far East."

That has been one of Yeung's key aims since taking control at St Andrew's. The 53 guests entertained in Birmingham's boardroom during the club's 1-1 draw with Manchester United earlier this month included representatives from Chinese air, oil and TV companies, and Pollyanna Chu, managing director of Hong Kong's Kingston Group, which agreed a £57 million bridging loan with Yeung to allow him to complete his Birmingham City takeover.

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