The three-year sponsorship deal will kick in next month and includes shirt sponsorship, dominant stadium signage and a range of other club activities.
This is not F&C’s first affiliation in the market, with the firm in its third year sponsoring the League Managers Association, the union for football managers, as well as a partnership with Hibernian FC.
F&C Head of Retail Distribution John Yule says: “Birmingham City has long been known as a very ‘community focused’ football club whose brand values and aspirations to succeed, we believe, closely match our own. We are delighted they have been rewarded with a promotion to the Premier League.
Yule says that F&C will also look to get financial advisers more involved with the club going forwards.
“Football is unquestionably the most popular sport in the UK and as such appeals to the majority of our client base. Its popularity makes sponsorship a very powerful tool for raising the company’s profile by offering unrivalled and unique brand awareness opportunities for more than 40 weeks a year on a local, national as well as an international level.”
Birmingham City FC managing director Karren Brady says: “I am very excited to be able to confirm F&C Investments as our new principal partner for the next three seasons. We have now reached the stage where a fresh, even more dynamic and lucrative sponsorship was essential to our continued development.”