- January 28, 2025
- Posted by: SportsV
- Categories: Home News, Industry News, News, Press Releases
Birmingham City Football Club has announced that Dawnvale Group is now an Official Partner and Presenting Partner of The Alliance Hospitality Lounge at St. Andrew’s @ Knighthead Park, marking an exciting new chapter for both parties.
During the Summer period, Dawnvale was responsible for delivering over £10 million worth of renovation works across the Club’s hospitality facilities, including in The Alliance Hospitality Lounge, an exclusive area known for its luxury offerings and premium matchday experience.
The partnership represents a significant step in the club’s commitment to providing unparalleled hospitality for supporters, sponsors, and guests.
Birmingham City Football Club’s Chief Commercial and Operations Manager, Jonty Castle, said:
“We are delighted to announce our partnership with Dawnvale Group. Their reputation for delivering high-quality, innovative solutions aligns perfectly with our ambitions to enhance both the Birmingham City experience and our infrastructure. This is shown through their work in creating five premium hospitality facilities located at St. Andrew’s @ Knighthead Park, one of which is The Alliance.
“This partnership will play a pivotal role in helping us to develop our world-class facilities for our fans, players, and staff. We look forward to working closely with Dawnvale to drive the club’s continued growth and success.”
Dawnvale Managing Director, John Berry, said:
“We are proud to announce our official partnership with Birmingham City Football Club, strengthening our long-standing relationship with this forward-thinking and ambitious club.
“The Alliance holds special significance for us, as it was the very first project we undertook at the start of Birmingham City’s transformational journey. It’s only fitting that this space now bears our name as the official naming rights partner—“The Alliance by Dawnvale”—a reflection of our shared commitment to progress and excellence.
The SVB LIVE series of events focus on elevating the live experience through Architecture & Design, the Customer Journey, Fan Experience, Hospitality, Interiors & Fit-Out, Premium & VIP, Sustainability, Technology and Venue/Event Commercialisation. Dawnvale Group is a longstanding Platinum Sponsor.
Berry continued:
“Over the past year, we’ve worked closely with Nick Smith, and his dedicated team to bring a range of exciting projects to life, including The Boardroom, The Garrison, The Sponsors Lounge, 12 Lounge, Globe and Ball, and Box 2 Box. The feedback and support from the fans have been amazing, reinforcing the importance of these spaces in capturing Birmingham City’s ambition and vision for the future.
“As the club continues its transformation, we are honoured to be part of this journey. Supporting Birmingham City’s growth and success is something we take immense pride in, and we look forward to contributing to its bright future.”
To view our work at Birmingham City’s St Andrews Stadium @ Knighthead Park click here.
To view the official press release from Birmingham City click here.
Boxbar installation
In partnership with Birmingham City FC and Levy UK, Boxbar Tech revealed its fully integrated, fully bespoke self-serve bar wall at the Globe & Ball bar within the newly renovated St Andrew’s @ Knighthead Park stadium.
With each terminal capable of pouring two pints in under 30 seconds, fans no longer have to worry about long queues during the traditional halftime rush.
It allows fans to quickly grab their favourite drinks and return to the game, reducing congestion whilst creating the perfect pre and post game meeting point to grab a drink and skip the queues.
Since the start of the season, fans have welcomed the new experience with open arms. So much so that additional terminals have now been introduced to a second location in the stadium to satisfy demand.
Global Payments is a Platinum Plus Sponsor for the SVB LIVE series of events in 2025, having attended the first SVB LIVE Networking Event of the year at Leopardstown Racecourse earlier this month, alongside representatives from Boxbar Tech and BUILT by Levy.
This upgrade is a key part of a larger stadium renovation program aimed at enhancing the overall fan experience, with seating upgrades, revamped hospitality zones and modernised retail and accessibility features all setting a new standard for match days. The program is testament to Birmingham City’s commitment to creating a an amazing match day environment for supporters; one that Boxbar is proud to be a part of, alongside partners at Dawnvale Group, Levy UK, Global Payments and Event Cup Solutions.
About Dawnvale
Dawnvale Group is a leading provider of premium hospitality and catering solutions, renowned for its bespoke offerings and commitment to quality. With a wealth of experience in creating exceptional dining and event experiences, Dawnvale Group works with top-tier sports organisations, businesses and venues to redefine the standard of hospitality across a range of industries.
The SVB LIVE series of events are organised and delivered by Sports Venue Business (SVB) and feature Global Networking Events, a Webinar Series and the Annual SVB LIVE Conference & Exhibition.
Check out the latest sports and entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
