Friday feeling as Blues women secure shirt partnership

Birmingham City Women 's football team will be joining forces with the famous red and white stripes of TGI Fridays, who will become the official shirt sleeve sponsor for the next three seasons.

Birmingham is home to the first TGI Fridays on British shores, with the flagship Hagley restaurant opening 35 years ago.

Since it opened its doors in the Second City, it has grown to have 85 locations in England, Scotland, Wales and the Channel Islands and now serves more than 12 million guests each year.

The partnership will work to grow the participation of young girls in the sport through the BCWFC Academy and RTC programme, developing youngsters into first team players, securing the future of club with the next generation of Blues players.

The collaboration will also endeavour to educate the wider fan base, through a number of social media activations and Blues networking events, about women in sport and the growth of the women 's game.

Ian Dutton, chief commercial officer at Blues, said: “TGI Fridays is a globally recognised brand, so it 's fantastic to be able to announce a partnership of this length with the Women 's team.

“With the history the brand has in the city and the exciting plans for BCWFC in the coming season, the partnership makes perfect sense and we 're looking forward to a long and fruitful collaboration. ”

Dan Staples, chief marketing officer at Fridays, said: “We 're thrilled to be partnering with Birmingham City Women.

“We see this as a strategic investment in the women 's game at a time where interest levels and viewership in the UK are rightfully reaching record highs.

“The city of Birmingham has a very special place in the history of Fridays as our restaurant at Hagley Road was our very first to open in the UK. We believe in the power of sport to engage audiences and wish Birmingham City Women all the best for the new season.

“We look forward to working with them to raise the profile of women 's football within the local community. ”

Pictured: Birmingham City Women player Lily Simkin