TGI Birmingham!

Updated: Jul 21


Future Sports Marketing is thrilled to announce global restaurant chain Fridays as shirt sleeve partner of Birmingham City Women’s Football Club for the next three seasons. The deal marks the start of a long term commitment to support the growth of women’s football for the famous red and white stripes.


As well as kit presence at the Women’s Super League club, the collaboration will deliver stadium branding, match day experiences, player appearances, networking events, official merchandise and deliver a number of social activations around women in sport and the growth of the women’s game.


Fridays’ support will also directly promote the participation of young girls in sport through the Birmingham Women’s Football Club Academy and Regional Talent Clubs programme aimed at securing the future of the club through its focus on young players.


The partnership symbolises the historic link between Birmingham and the iconic restaurant brand dating back to 1986 with the opening of the UK’s first TGI Fridays on Hagley Road, Birmingham.


Fridays’ strategic focus on women’s football comes at an exciting time with participation in rapid growth and audience figures set to increase exponentially thanks to the BBC and Sky Sports decision to broadcast all Women’s Super League games live in the forthcoming season.


Future Sports Marketing would like to thank the teams at Fridays and Birmingham City for their collaboration on what is a truly compelling partnership between a leading women’s football club and an iconic brand.


Ian Dutton, Chief Commercial Officer at Birmingham City, said: “Fridays is a globally recognised brand, so it’s fantastic to be able to announce such a high profile brand partner for the Women’s team.


“With the history the brand has in the city and our exciting plans for Birmingham City Women in the coming season, the partnership makes perfect sense and we’re looking forward to a long and fruitful collaboration.


A huge thank you to Future Sports Marketing for their extremely professional support in bringing this fantastic partnership to the club.”


Dan Staples, Chief Marketing Officer at Fridays, said: “We’re thrilled to be partnering with Birmingham City Women. The City has a very special place in the history of Fridays as our restaurant at Hagley Road was our very first to open in the UK in 1986. We believe in the power of sport to engage audiences and wish the team all the best for the new season. We look forward to working closely with Birmingham City FC to raise the profile of women’s football within the local community.


And thanks to the team at Future Sports Marketing for sharing our passion to support the growth of the women’s game and helping to realise our strategic vision. The team combines big brand thinking with unparalleled specialist knowledge of the football world - they understood exactly what Fridays needed and they worked extremely hard to deliver it.”