The American takeover of English football gathered pace with the acquisition of Championship strugglers Birmingham City by gridiron legend Tom Brady.
The news is slowly sinking into all at St Andrew’s just days ahead of what threatened to be another season of struggle for Birmingham City.
Prediction – 22nd in the league next season
Season simulator Opta Analyst predicts that Birmingham City finishing 22nd in the league and be relegated along with Plymouth Argyle and QPR after years of underinvestment and decline.
The club nurtured much but reaped little in terms of progress. It cradled Britain’s first £1 million footballer, the late England international Trevor Francis, and the game’s most expensive 17-year-old, Jude Bellingham, whom it sold for £25 million, but if you look at the ageing rundown stands of St Andrews you can hardly see the benefit.
Brady is seven times Superbowl winner
Into the depths of the Championship will step brash American footballer 46-year-old Brady a legendary quarterback in the NFL who won the Superbowl seven times. He has become a minority shareholder at Birmingham City, as part of a new wave of American owners.
The Ed Sheeran factor
“Tom Brady’s involvement in Birmingham is further indication of the interest in the football from wealthy investors, who have seen the success of Reynolds and McIlhenny at Wrexham, the viewing figures for Ted Lasso and the potential money to be made by the Glazer family at Manchester United,” says Keiran Maguire, an academic and author of the book The Price of Football.
“Tie-ups between celebrities and football have proven to be lucrative, Ipswich Town has had a big spike in shirt sales since Ed Sheeran became the sponsor, football merchandise has become a ‘thing’ that celebrities like to be seen wearing and that has had a reciprocal benefit for the club itself.”
“I like the underdog.”
Brady went on X to mark the announcement wearing the blue shirt of Birmingham City.
“A lot of people will be asking what do you know about English football Tom – well, I have a lot to learn, but I know about winning,” says Brady.
“I like the underdog.”
Just as well. Birmingham City have never won the league, or the FA Cup. All the club has won is two league cups in the last 60 years.
“Am I dreaming?
”This is why Many City fans – nicknamed bluenoses in Birmingham have also gone online in mush mode in the hope a rich celebrity owner means investment in the club.
One fan said: “Another incredible piece of positive news! Showing great vision here.” Another wrote: “That’s incredible, we are back.” One supporter even wrote: “Is this real life?”
“Am I dreaming…someone pinches me! What fantastic news! Welcome to the Blues Tom!KRO,” says another fan.
American investors are more bullish
Should the fans be so happy about an American taking over their club, I ask Maguire?
“Over half the clubs in the Premier League are now fully or partially owned by American investors, who also see potential in buying into clubs outside of the top flight in terms of much lower asking prices and huge upsides in terms of revenue if promotion is achieved, says Maguire.
“American investors are also much more bullish about integration with technology, if you can’t get fans from the US, Asia, and Africa to the stadium, can VR and AR get the stadium to the fans? And if so, how much are they willing to pay for the experience?”
The board of Birmingham City appears to have this in mind.
“Tom Brady joining the Birmingham City team is a statement of intent. We are setting the bar at world-class,” Knighthead co-founder and chairman of the board Tom Wagner said.
Birmingham City – a worldwide brand?
A word from the manager John Eustace, who kept the team in the Championship by the skin of its teeth last season, says that the board wants to make Birmingham City a worldwide brand. It may come to pass, but surely a manager who has suffered many cold rainy nights of defeat from Barnsley to Middlesbrough must see the humour in the idea right now.
But it is likely that millions are likely to be poured into players in the next few weeks as the new season unfolds.
Sadly, the cruellest cut is coming
That means one of the cruel functions of football will be played out at Birmingham City over the next few weeks. Players who fought and put their bodies on the line to save City from relegation are likely to be discarded for better-paid players who maybe have never even heard of Birmingham City.
