In the EFL, comments about Birmingham City’s summer spending have been criticised. Almost every EFL fan has voiced their opinion regarding Blues, whether it is out of jealousy because their own team can’t compete or just confusion at how a League One team is breaking transfer records in spite of relegation. Tom Wagner, the chief of Knighthead, and his associates are presumably content with their position of dominance in national discourse. The American owners of Blues have made it clear time and time again that they want people to talk about the team. The club receives greater media attention the more people talk about Blues. In the world of Knighthead, media impressions are worth actual money. For those who are not aware, Knighthead and Blues signed a naming rights agreement in January that pays £100,000 for each 20 million verified social media impressions the club receives on its channels. With a season maximum of £3 million, most League One clubs have a healthy budget.
In actuality, since Knighthead made his offer last year, the Blues’ revenue has multiplied threefold. A list of companies eager to collaborate with Blues has emerged as a result of all the efforts made to expand the number of commercial partners. The club’s current stadium, St Andrew’s at Knighthead Park, has also undergone renovations to make it a destination that supporters will once again want to visit on the weekends. Remember that when the Blues return to the Championship, their Profit and Sustainability (P&S) totals will not be impacted by their infrastructure improvements.
Wagner believes the Blues will be able to compete with clubs receiving parachute payments if they make it back to the Championship on their first try. “Whenever I discuss revenue, it’s simply my geek language advocating for greater compensation for players,” Wagner said to attendees at the Open House event in April.
