Following an order from the Peaky Blinders, English football club Birmingham City FC returned to its roots and reverting back to its former name ‘Small Heath Alliance’ for a media partnership with the BBC to promote the start of the final season of the hit show.
Set in the rough streets of 1920s Birmingham, the show follows a notorious gang led by fierce boss Tommy Shelby and his family who grew up in the streets of Small Heath and the club, which was formed in 1875, was originally known as Small Heath Alliance before it rebranded at Birmingham City FC in 1943.
The initiative was a project conceived, created and executed by a joint team led by the in-house BBC Creative team, the club’s marketers and Ignition Sports Media.
“It’s so great to be finishing our campaign in Birmingham. Peaky Blinders is so tied to this city and the fans are very passionate, which is why we really wanted to do something big here ahead of the final series,” said BBC Creative Creative Director Tim Jones. “And with St Andrew’s just a stone’s throw away from the Shelby’s Small Heath premises, it made perfect sense that the Peaky Blinders would issue an order to the locals. This whole campaign has been months in the making, so it was nice to finish in such celebratory fashion.”
Birmingham City FC quickly accepted the Peaky Blinders’ order to celebrate its local ties with the drama and (temporarily) changed its name, crest and its social media channels to a more retro, period aesthetic for the Championship match against Huddersfield Town AFC.
The creati9ve strand of the integrated campaign began with an official name change notice and a spearhead spot (with the show’s famous soundtrack) promoted the sport/entertainment tie-up across the broadcaster and club’s channels.
By order of the Peaky Blinders, Birmingham City FC was told to go back to their roots and become Small Heath Alliance once again.
Great job, @BCFC – you’ve made the Shelbys proud!
Watch #PeakyBlinders on iPlayer from 27 Feb at 9pm pic.twitter.com/fGgJLShjkw— BBC (@BBC) February 26, 2022
' .
The Club will be embracing its history ahead of the final series launch of @ThePeakyBlinder on Sunday 27 February. pic.twitter.com/jhlNVj6iOV
— Birmingham City FC (@BCFC) February 24, 2022
By order of the Peaky Blinders, Birmingham City is returning to its roots for our upcoming game with Huddersfield Town, as St. Andrew’s will once again be home to Small Heath Alliance. #LastOrders
— Birmingham City FC (@BCFC) February 24, 2022
Plus, to mark the occasion, fans at the stadium received exclusive Small Heath Alliance scarfs, while and match officials and fans wore authentic Peaky Blinders attire during the game.
— Small Heath Alliance (@sha1875) February 24, 2022
Famous face there pic.twitter.com/F1MrlYZHD6
— Liam H (@LiamHBCFC) February 26, 2022
The show’s ‘Red Right Hand’ soundtrack played as the players walked out on to the pitch for the start of the game and the trailer for the final series being shown during halftime and across the club’s platforms.
⏳@ThePeakyBlinder | #LastOrders pic.twitter.com/ROtPyZ7Ajy
— Birmingham City FC (@BCFC) February 27, 2022
The period style content – with appropriate colours and typefaces – ranged from programmes, match day (social) flyers and the team sheet for the Championship game against Huddersfield on 26 February to promoting in-game moments, online video clips and letter style creative executions of letterhead communications between the club and the Shelby Company Limited which strongly suggest the club should ‘return to its roots’ and become known as the ‘Small Heath Alliance’ again #ByOrderOfThePeakyBlinders.
, . pic.twitter.com/peFSvYdWyc
— Birmingham City FC (@BCFC) February 26, 2022
We're off at St. Andrew's!
[0-0] #SHAHUD pic.twitter.com/ilcJwb9z7Z
— Birmingham City FC (@BCFC) February 26, 2022
66 – Welcome back, @TahithC!
[0-2] #SHAHUD pic.twitter.com/Ll7usZf9mo
— Birmingham City FC (@BCFC) February 26, 2022
Some of these limited edition assets – such as the match day programme, were not only available in the stadium but could also be purchased online.
Even some club partners joined in on the fun.
Chip and Win is back!
Yes, you read that right! Starting at tomorrow's match, @BoyleSports' Chip and Win half-time game returns to St. Andrew's.
— Birmingham City FC (@BCFC) February 25, 2022
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We love a temporary club rebrand, if, of course, it’s done with skills and synergy like this example.
Another recent short term club rebrand, albeit with a more serious message, saw Spanish side Getafe CF change its name to ‘FE CF’ to keep the faith with fans during the pandemic enforced absence of football and then absence of fans in the ground.
And, of course, sometimes it’s the brand that rebrands in honour of the club – as was the case with the Burger King switch to Burger Queen to activate its status as a sponsor of Stevenage Town FC’s women’s team.
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