Sport is sparking Birmingham’s next chapter
Creating the Birmingham Sports Quarter with Knighthead Capital Management, LLC
Putting sport at the heart of community
The power of sport to unlock potential goes way beyond the playing field.
Just look to the West Midlands where an exciting new vision in East Birmingham is taking shape.
Behind it is Knighthead Capital Management, LLC and its subsidiaries or affiliates (‘Knighthead’). Birmingham City F.C. owner Knighthead has invested £100 million in the city, bringing excitement and creating momentum.
In June 2025, the UK government announced it would also invest £2.4 billion into the region’s transport infrastructure, extending the West Midlands’ Metro to the planned Birmingham Sports Quarter, further unlocking East Birmingham’s potential.
As lead advisors to Knighthead on the project, a team from Deloitte’s Sports Business Group and Infrastructure and Real Estate team is supporting this transformation and helping show the huge part sport can play in building cohesive, thriving communities.
Opportunities like this are few and far between
Birmingham City F.C.'s triumphant return to the Championship in 2025 couldn't have been better timed for this sports-led transformation.
But, like Knighthead’s investment in the city’s elite teams, plans for the Birmingham Sports Quarter expand far beyond football. Alongside the men’s and women’s football teams, it’s invested in other exciting, growing teams, including the Netball Super League team Birmingham Panthers and the Birmingham Hundred cricket franchise, Birmingham Phoenix.
Elite sport is just one part of the story. In a bid to boost grassroots activity, plans for the Birmingham Sports Quarter development, on a site of more than 60-acres next to Birmingham F.C.’s current ground, include state-of-the-art training grounds, a thriving academy and community pitches.
Alongside this sporting hub, once approved, a vibrant mix of leisure and commercial spaces will create a projected 8,400 jobs in East Birmingham.
Estimated to bring an annual £370m to the city each year from 2035, it’s hoped this opportunity will put money in the pockets of residents, including a young, diverse population facing high levels of unemployment.
In a challenging economic landscape across the UK, the project has attracted major international investment into the region - a huge positive for the Midlands and an opportunity to capitalise on infrastructure such as HS2.
“This investment is a huge vote of confidence in Birmingham and the West Midlands. It was made possible by strong partnerships with Knighthead and others committed to our region’s growth,” says Mayor Richard Parker.
“This will bring thousands of jobs, new opportunities and a major economic boost. Working with partners, we’ll unlock our region’s potential and deliver lasting change.”
We believe Birmingham and the West Midlands have huge untapped potential for growth. The Sports Quarter can be a catalyst for regeneration, transforming the prospects for people there and bringing in investment from around the globe.
Tom Wagner, Co-founder of Knighthead & Chair of Birmingham City Football Club
Sport brings people together
“Sport has an unparalleled ability to bring people together and transform regions, cities and communities,” says Tim Bridge, lead partner in Deloitte’s Sports Business Group. “That potential was the spark that lit Knighthead’s interest in Birmingham.”
Initially advising Knighthead on its acquisition of Birmingham City F.C. in 2023, Deloitte developed the vision and business case for the Birmingham Sports Quarter.
Led by the firm’s Sports Business Group and Infrastructure and Real Estate team, specialists in planning real estate supported the venture as part of a multi-disciplinary team.
This includes the real-estate experts who had previously led the firm’s work on Manchester City FC’s Etihad campus. Alongside them, tax and legal experts have supported the project, and economists have helped shape its socio-economic impact.
The development is a major investment area for the city of Birmingham and national government, boosted by public investment in the West Midlands’ Metro, highlighting the benefits transforming East Birmingham can bring to the wider UK.
Building on the success of the 2022 Commonwealth Games, it’s envisaged that the Sports Quarter will further amplify Birmingham’s global profile and inspire greater community participation in sport and physical activity, boosting health and wellbeing.
From matchday to every day
Having already passed significant milestones, including securing transport investment, the next will be submitting the application for planning permission in 2026.
Until then, Deloitte will continue to work with Knighthead and strategic partners in the public and private sectors, developing plans and partnerships with the aim of maximising the benefits the Sports Quarter will deliver to the community and beyond.
“We’re building a future in which the Birmingham Sports Quarter is at the centre of its community, bringing growing numbers of tourists to the Midlands for unmissable events and facilities, while inspiring people to get involved with the sports and leisure opportunities on their doorsteps.
“This project will provide an economic boost which will be felt throughout the region and support much needed regeneration in this part of Birmingham,” says Hari Sothinathan, lead project partner in Deloitte’s Infrastructure and Real Estate team.
And the project reflects a broader trend: Deloitte research indicates over 300 sports stadiums worldwide are undergoing renovations or new construction this year, many in North America and Europe.
Transforming stadiums into vibrant destinations brings socio-economic benefits and fosters community engagement, showing how sport can be an engine for investment and opportunity.
Get in touch
Andy Haywood
Marketing Lead, Sports Business Group
+44 (0)161 832 3555
ahaywood@deloitte.co.uk
We’d love to help create a pathway, taking a boy or girl living near the future Birmingham Sports Quarter to play in the elite football, netball or cricket teams they’ve grown up supporting.
Alice John, Director, Sports Business Group, Deloitte
