The club, entering its second season in the Premier League, hopes to attract Birmingham businesses to its list of sponsors by promoting the Blues as ‘the football club of the city’.
‘We want to make sure the key decision makers in the “business mafia” are aware of the football club, especially when they’re looking to invest,’ said Birmingham City marketing manager James Iushton.
The club is working closely with Marketing Birmingham and the Birmingham Chamber of Commerce in its effort to position the city as a cultural and business centre.
Marketing Birmingham recently launched a city repositioning campaign, just weeks after losing to Liverpool in its bid to be named European Capital of Culture for 2008.
‘Birmingham is going through quite a big change, trying to become more cultural, and we’re taking part in that by widening our appeal in the city,’ Iushton said.
Edgbaston-based Seal PR has been drafted in to raise the club’s national and regional profile and maximise media coverage for the team’s major corporate supporters. The PR team, headed by Seal managing director Steve Dann, will manage a full press office to deal with media enquiries.
‘Everything we do is about managing the club’s reputation,’ Dann said.