Club unveils senior team ahead of championship return

Birmingham City Football Club has unveiled a strengthened senior leadership line-up as it embarks on the new season in the Championship and advances its ambitious Birmingham Sports Quarter regeneration project.

Three senior appointments – Chief Executive Officer, Jeremy Dale, Chief Commercial Officer for New Revenue Streams, Stephen Haines, and Chief Commercial Officer for Existing Revenue Streams, Jon Grimes – signal the club’s determination to match on-pitch ambition with off-pitch transformation.

Dale confirmed as CEO

Jeremy Dale, who has served as interim CEO since January 2025, has been confirmed in the role on a permanent basis.

Under Dale’s interim leadership, the Blues have made what Chairman Tom Wagner called “significant progress” as the club returned to the Championship.

Wagner said Dale’s appointment ensures continuity as Birmingham City “maintains its focus on executing its long-term strategy and building a strong foundation for the future”.

Dale, a lifelong Blues supporter, said it was “an honour” to lead the club at such a crucial moment.

“The opportunity under Knighthead’s ownership is huge,” he said.

“I’m excited to deliver on our ambitions for both the club and the city.”

Meta veteran joins commercial team

In a major coup for the Blues, Stephen Haines has been appointed Chief Commercial Officer for New Revenue Streams.

Haines, who spent 16 years at Meta (formerly Facebook), was one of the company’s first international hires and played a pivotal role in its global expansion. He was also instrumental in launching Instagram’s advertising business and securing its first multi-million-dollar global deal.

At Birmingham City, Haines will be tasked with driving new commercial opportunities as the club accelerates its growth strategy. His arrival comes at a time when the club is moving forward with the Birmingham Sports Quarter – a multi-billion-pound regeneration scheme featuring a 60,000-seat stadium, world-class training facilities, and a revitalised sporting and cultural district.

CEO Jeremy Dale described Haines as “a world-class operator who excels at building relationships, developing new opportunities, and navigating complex deal structures”.

Haines said: “Football has always been a personal passion. I’m energised by the opportunity to bring innovation, creativity, and additional ambition to a club with such a rich history and incredibly bright future.”

Local Bluenose takes charge of existing revenues

Jon Grimes, a Solihull native and lifelong Blues fan, has been appointed Chief Commercial Officer for Existing Revenue Streams. Grimes has been consulting for the club since February, helping to reshape its commercial plans.

Bringing over three decades of experience in consumer leadership, partnerships, and retail, Grimes spent 25 years at Microsoft in senior roles, overseeing multi-billion-pound consumer businesses across Europe, the Middle East and Africa. His portfolio included global brands such as Xbox, Windows, Office, and Surface.

At St Andrew’s, Grimes will lead operations in ticketing, hospitality, retail, and conference and events.

Dale said: “He is world-class at running complex consumer businesses and building key relationships. We’re delighted to have Jon join Birmingham City as we strengthen our senior leadership team and drive our global ambitions while staying true to our local roots.”

Grimes said joining the club in an official capacity was “a heartfelt privilege” and pledged to create “exceptional experiences for fans and partners as we evolve and forge our strategy for such a bright future”.

Knighthead era gathers pace

All three appointments form part of the club’s ongoing transformation under the ownership of Knighthead Capital. Since taking over, Knighthead has invested heavily in modernising the club, boosting performance, and forging stronger connections with the local community.

With the Birmingham Sports Quarter on the horizon and a return to the Championship, the leadership shake-up marks another milestone in what the board has called a “period of transformation, modernisation, and a renewed focus on high performance”.

For Blues fans, the message from St Andrew’s is clear – the leadership is in place, the vision is ambitious, and the next chapter is already under way.