Yeung secures Chinese sponsor for Birmingham City
Contract summary
Length of contract: 5 yearsAnnualised 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."
- Birmingham City launch plan to capture one billion new fans
- Millions in cash from Far East set to pour into Birmingham City
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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