Delta Air Lines is expanding its portfolio of sports partnerships, this time, all the way to the United Kingdom. Earlier today, the airline announced it was becoming the official airline partner for the Birmingham City Football Club.
Airlines worldwide form large partnerships with sports teams and leagues. For example, Qatar Airways is a major partner of Fédération Internationale de Football Association (FIFA). Less than one month ago, 
Delta Air Lines
(DL) announced it was named the official airline of the WNBA.
Today, the Atlanta-based airline announced it was kicking off a partnership with a football team from the United Kingdom (UK). Birmingham City Football Club (BCFC) is now officially partnered with Delta for the 2024-2025 season. Airline branding featured on the Men’s First Team’s shirt during its match against Wrexham AFC, which is partnered with United Airlines (UA).
Photo: Delta Air Lines
In addition to featuring Delta branding on the team’s sleeves, airline branding will appear on the Club’s new digital screens and advertising boards. Beginning this Sunday, Delta branding will feature on the Women’s First Team jerseys. On Sunday, the women’s team has a home match in the Barclays Women’s Championship.
“Delta is one of the world’s leading brands. Delta’s rally cry, “Keep Climbing”, resonates with the journey that Birmingham City is now on. Blues is going to be one of the most exciting stories in football in the next five years.” – Garry Cook, Chief Executive Officer and Board Member, Birmingham City Football Club
Delta’s senior vice president for Europe, the Middle East, Africa and India, Matteo Curcio, said,
“Birmingham City Football Club is an important part of the fabric of England’s second-largest city. We’re excited to be part of the club’s storytelling as they work towards the highest levels of football.”
According to an announcement from the team, its growth has been pushed by Tom Brady, who is an investor in the team and an advisor to its Board. Tom also works closely with Delta as a strategic adviser.
United and Wrexham AFC
In June 2023, 
United Airlines
announced it was becoming a sponsor of Wrexham AFC, a football club from Wales. Unlike Delta’s partnership with BCFC, United’s logo is featured as the primary sponsor on the jersey, front and center. However, similar to BCFC, a famous American is one of the owners of Wrexham. Actors Ryan Reynolds and Rob McElhenney co-own the team.
Photo: United Airlines
Along with the sponsorship announcement, United highlighted that the team was flying to the US for its first-ever visit to the country. Of course, the team flew on United. The airline highlighted that its sponsorship and partnership with the club go beyond the shirt and that it would help support the local community.
Highlighting its partnership with Wrexham AFC even further, United debuted limited edition amenity kits and pajamas on select long-haul routes. In Polaris, United launched an amenity case; in Premium Plus, passengers were given pouches, and on flights longer than 14 hours, those in Polaris received the pajamas.