Haines join Birmingham City top echelons

Image: Birmingham City FC

The English Football League (EFL) Championship team Birmingham City Football Club (UK) has announced the appointment of Stephen Haines as the Chief Commercial Officer (CCO), New Revenue Streams, effective immediately.

‘bcfc.com’ stated that Haines brings with him nearly three decades of experience leading commercial strategy, brand partnerships and global expansion at some of the world’s most transformative companies. He joins the Birmingham City at a pivotal moment as the club accelerates its evolution both on and off the pitch following its promotion to the Championship.

Preston (UK)-based the English Football League (EFL) is a league of professional football clubs from England and Wales. Founded in 1888 as the Football League it is the oldest football league in the world and was the top-level football league in England from its foundation until 1992 when the top 22 clubs split from it to form the Premier League (the highest level of the English football league system). The Football League was rebranded as the ‘English Football League’ (EFL) starting with the 2016-2017 seasons.

The English Football League Championship, known simply as the Championship and for sponsorship purposes as the Sky Bet Championship, is a professional association football league in England and Wales. Contested by 24 clubs it is the highest division of the English Football League (EFL) and the second-highest overall in the English football league system, sitting below the Premier League.

The Birmingham City Football Club is a professional football club based in Birmingham, England (UK). Formed in 1875 as the Small Heath Alliance it was renamed as the Small Heath in 1888, Birmingham in 1905 and the Birmingham City F.C. in 1943. The team compete in the EFL Championship, the second level of the English football league system.

The 29,409-capacity St Andrew’s, known since 2024 for sponsorship reasons as the St. Andrew’s @ Knighthead Park, is an association football stadium in the Bordesley district of Birmingham, England (UK). It has been the home ground of the Birmingham City Football Club for more than a century. From 2018 to 2021 its sponsored name was the St Andrew’s Trillion Trophy Stadium.

‘bcfc.com’ further stated that his arrival also comes as the club advances plans for the transformative Birmingham Sports Quarter – a multibillion-pound regeneration project that will include a new 60,000-seat stadium, cutting-edge training facilities and a revitalized sporting and cultural district.

Haines previously spent 16 years at Meta (formerly Facebook) where he was among the company’s first international hires and played a pivotal role in its global expansion. He led the establishment of Facebook’s first overseas office, drove the development of high-impact commercial partnerships across the international markets and was instrumental in launching Instagram’s advertising business securing its first multimillion-dollar global deal.

At Birmingham City, Haines will oversee the club’s new commercial opportunities.

Affirmed Jeremy Dale, Birmingham City F.C. Chief Executive Officer (CEO), “Stephen is a world-class operator who excels at building relationships, developing new opportunities and navigating the complex deal structures. We’re thrilled to welcome him to the Birmingham City as we continue to build the senior leadership team that will deliver both our global ambition and local pride.”

Haines appointment is part of the continued evolution of the club under the investment firm Knighthead’s ownership building on a foundation of progress, modernization and a deep commitment to the community and performance.

In addition to Meta, Haines has also held senior roles at Yahoo (American Web services provider) and Viacom (American media company) where he was widely recognized for pioneering digital advertising strategies and shaping the early evolution of the global media landscape.

Stated Haines, “It’s an honor to join Birmingham City at such an exciting and transformative time. Football has always been a personal passion and I’m energized by the opportunity to bring innovation, creativity and additional ambition to a club with such a rich history and incredibly bright future.”

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