Birmingham City chairman Tom Wagner is hopeful of securing a lucrative stadium naming rights deal for their striking new £3billion venue.
The Blues shocked the wider sporting community by unveiling designs for their proposed 62,000 seater ‘Powerhouse Stadium’.
Many were left shocked by the uniqueness of the imagery, especially with the 12 enormous chimneys which are set to be incorporated into the design.
Wagner, who is an American hedge fund chief, is hopeful to have the stadium ready by 2030 and he is already considering naming rights deals.
“It will definitely have a naming rights deal, that's for sure,” Wagner told the Birmingham Mail.
Our new stadium.
A statement of intent for the City of Birmingham and the West Midlands, testament to a region that is on the rise. pic.twitter.com/m2kfIp7PeH
— Birmingham City FC (@BCFC) November 20, 2025
“There are a number of interested parties that we've been working with, but we didn't want to advance those conversations too far until we were able to actually show people what we were doing.”
The striking look of the proposed new stadium is unlike anything ever seen in sports, meaning there could be potential to attract serious partners in a naming rights deal.
Wagner is hoping to secure sponsorship before a shovel is in the ground, and that will be made easier thanks to the involvement of Tom Brady – a name synonymous with American sports.
Birmingham’s new stadium name explained
Birmingham’s new stadium will be among the largest footballing venues in the United Kingdom, meaning the ‘Powerhouse’ name will certainly fit the bill.
When asked about the thought process behind the name, architect Steven Knight explained: “Once upon a time structures were built to create power, so there's a logical thing to it.
“There's something about a football stadium and a stadium where people perform live music. I think anybody who goes to those stadiums feels a particular power when you're with the crowd and you feel that excitement.
“That's what we want, we want this thing to be a theatre of enjoyment and the power of collective experience.”
Fellow architect Eliot Postma added: “This whole project, so much of it was about identity and so often contemporary stadiums feel quite generic and a bit anonymous, like spaceships that have landed somewhere into our cities and towns around the world.
“This was about trying to find the story of Birmingham but also of this very specific sight that did house the brickwork and built the canals and Victorian houses. A name that could go alongside that distinctive vision felt appropriate.”
FGG Says: Huge money on the table
There has been a lot of American influence in the British game over the years, but few individuals have made a bigger impression than current chairman Wagner and his partner Brady.
There is no question that both men have embarked on this project to make money, and looking at the foundations that they are currently laying, there will be a lot of money to make.
Stadium naming rights are often a big deal for top heavyweight clubs, but having one of the most unique stadiums in the world will provide Birmingham with a huge boost at the negotiating table. Do not be surprised to see some major brands lining up to have their name plastered all over those 12 incredible chimneys.