Birmingham City Women Secure New Ownership, Charting Course for Promotion

Shelby Companies Limited, a subsidiary of Knighthead Capital Management, has finalized the acquisition of a 97% stake in Birmingham City Women’s Football Club. The remaining 3% has been acquired by a consortium featuring former England international Karen Carney and ex-US Open tennis champion Kim Clijsters. This investment builds upon Knighthead’s existing ownership of Birmingham City Men’s Football Club, having initially gained a controlling share in July 2023 and completing a full takeover in November 2024.

Currently competing in the Women’s Super League 2, Birmingham City Women are positioned for a potential return to the top tier, having last played in the WSL 1 at the end of the 2021-22 season. The club has confirmed that there will be no immediate changes to staffing or football operations following the transaction, ensuring continuity as they pursue promotion. What impact will this new ownership structure have on the club’s long-term ambitions and player development?

This acquisition underscores the growing investment in women’s football and the increasing recognition of its commercial potential. The involvement of figures like Karen Carney, a respected voice in the sport, further elevates the profile of Birmingham City Women.

Two Circles Appoints Melissa Chapman as Group Executive Director, Content

Data-driven sports agency Two Circles has announced the appointment of Melissa Chapman as its new Group Executive Director, Content. Chapman joins the agency from Jungle Creations, where she served as Chief Executive Officer, bringing over a decade of experience in social publishing and audience growth.

During her 11-year tenure at Jungle Creations, Chapman spearheaded the company’s growth from its inception to a media publisher with over 150 million followers, collaborating with major brands such as Major League Baseball and Red Bull. Her expertise in scaling digital content and engaging audiences will be crucial to Two Circles’ continued expansion.

In her new role, Chapman will be responsible for strengthening Two Circles’ global content offering and driving innovation in fan engagement strategies. “I’m excited to be joining Two Circles to build on the extraordinary journey it has taken so far,” Chapman stated. “The combination of deep fan insight with creative and commercial expertise is incredibly powerful.”

Gareth Balch, CEO and Co-Founder of Two Circles, emphasized Chapman’s ability to translate audience attention into commercial success, stating, “Melissa has built up and led high-growth content businesses in a way that very few people have. As we continue to scale globally, her leadership will be instrumental in supercharging our business expertise, helping our clients to know fans best.”

Legends Global and Coca-Cola Europacific Partners Forge Multi-Year Partnership

Legends Global has entered into a multi-year partnership with Coca-Cola Europacific Partners (CCEP), designating CCEP as the official soft drinks and mixer partner across Legends Global’s entire UK venue portfolio. This comprehensive agreement encompasses a wide range of CCEP products, including carbonated soft drinks, energy drinks, bottled water, mixers, and ready-to-drink alcoholic beverages.

Venues benefiting from this partnership include prominent arenas such as AO Arena in Manchester, OVO Arena Wembley in London, Utilita Arena Newcastle, P&J Live in Aberdeen, Utilita Arena Sheffield, first direct bank arena in Leeds, Connexin Live in Hull, Vaillant Live in Derby, York Barbican, Sheffield City Hall, Playhouse Whitley Bay, and The Bridgewater Hall in Manchester.

The partnership extends beyond product availability to include brand activation rights, such as branded lounge spaces, product sampling, and retail promotions. Dan Chard, SVP Commercial at Legends Global, expressed enthusiasm for the collaboration, stating, “We’re delighted to create this multi-year partnership with Coca-Cola Europacific Partners and their iconic brands.”

This deal strengthens CCEP’s presence in the UK live entertainment sector and expands Legends Global’s commercial network across key venues hosting concerts, sporting events, and cultural experiences. How will this partnership enhance the fan experience at these venues?

The Evolving Landscape of Sports Business

These recent developments highlight a dynamic period for the sports and entertainment industry. Increased investment in women’s sports, the growing importance of data-driven strategies, and strategic partnerships between major brands and venue operators are all indicative of a sector undergoing significant transformation. The convergence of sports, entertainment, and technology continues to create new opportunities for growth and innovation.

The focus on fan engagement, driven by agencies like Two Circles, is becoming paramount. Understanding fan behavior and preferences is no longer a luxury but a necessity for teams and leagues seeking to maximize revenue and build lasting relationships. Similarly, the expansion of commercial partnerships, as exemplified by the Legends Global and Coca-Cola Europacific Partners deal, demonstrates the value of aligning with established brands to enhance the overall event experience.

The acquisition of Birmingham City Women by Knighthead Capital Management is part of a broader trend of private equity investment in women’s sports, signaling a growing belief in its long-term potential. This influx of capital is expected to drive further professionalization and growth within the sector.

Frequently Asked Questions