BIRMINGHAM City have appointed Stephen Haines as Chief Commercial Officer – New Revenue Streams – as the club steps up plans for the plans for a complex which includes a 60,000-seat stadium.
Haines brings nearly three decades of experience leading commercial strategy, brand partnerships, and global expansion at some of the world’s most transformative companies.
He joins Blues at what is being described as a ‘pivotal moment’, as the club accelerates its evolution both on and off the pitch following last season’s promotion to the Championship.
Haines’ arrival also comes as the club says they are advancing plans for the ‘transformative’ Birmingham Sports Quarter — a multi-billion-pound regeneration project that will include a new 60,000-seat stadium, cutting-edge training facilities, and a revitalised sporting and cultural district.
He previously spent 16 years at Meta (formerly Facebook), where he was among the company’s first international hires – and played a pivotal role in its global expansion.
Haines led the establishment of Facebook’s first overseas office, drove the development of high-impact commercial partnerships across international markets, and was instrumental in launching Instagram’s advertising business, securing its first multi-million-dollar global deal.
At Birmingham City, Haines will oversee the club’s new commercial opportunities.
Blues’ chief executive Jeremy Dale said: “Stephen is a world-class operator who excels at building relationships, developing new opportunities, and navigating complex deal structures.
“We’re thrilled to welcome him to Birmingham City as we continue to build the senior leadership team that will deliver both our global ambition and local pride.”
Haines’ appointment is part of the continued progress made under Knighthead’s Blues’ ownership, building on a foundation of progress, modernisation, and a deep commitment to community and performance.
In addition to Meta, Haines has also held senior roles at Yahoo and Viacom, where he was widely recognised for pioneering digital advertising strategies and shaping the early evolution of the global media landscape.
Haines said: “It’s an honour to join Birmingham City at such an exciting and transformative time.
“Football has always been a personal passion, and 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.”
