Birmingham City FC’s ground has been renamed St. Andrew’s Trillion Trophy Stadium as part of a sponsorship deal with a Chinese investment firm.
The Wast Hills training complex will become the Trillion Trophy Training Centre.
Blues officials said that in renaming the ground, they were acutely aware of the emotions surrounding this subject, hence it was agreed to retain St. Andrew’s in the title.
The three-year deal helps strengthen and diversify Blues revenue streams and will assist towards improving the playing squad and facilities at both the ground and the training site in West Heath, Birmingham.
Trillion Trophy Asia will benefit from increased exposure and commercial, brand and marketing opportunities to grow their business.
Xuandong Ren, Blues CEO, commented:
This is a landmark partnership for the Club. From a business perspective, it is important that we look at all such avenues with which to maximise our revenue to help ensure the Club remains financially strong and competitive on the football field.
In renaming the ground, we were acutely aware of the emotions surrounding this subject, hence it was agreed to retain St. Andrew’s in the title – our home that we know means so much to our supporters.
Blues are owned by Birmingham City PLC, which is in turn owned by Birmingham Sports Holdings Ltd.
Trillion Trophy Asia has the largest single shareholding in Birmingham Sports Holdings, which is listed on the Hong Kong Stock Exchange.
Trillion Trophy Asia is an investment company run by businessman Paul Suen.
A spokesman for TTA said:
We are proud to be able to put our name to an iconic venue such as St. Andrew’s and to the Wast Hills training centre. This cements our bond with and our backing of the Club and we are looking forward to a successful partnership.