Blues form partnership with UK’s largest pub chain

Birmingham City Football Club (BCFC) has announced a new partnership with MiXR and Stonegate Group, the UK’s largest pub company.

The MiXR app launched in November 2023 with the vision of being ‘Your go-to for good times’.

As an official partner of BCFC, MiXR will provide Blues fans with exclusive matchday and non-matchday benefits, creating opportunities to connect with fellow supporters in MiXR venues nationwide.

The collaboration represents a significant step forward in BCFC’s mission to enhance supporters’ experiences and build strategic relationships with leading national organisations.

As an official partner of BCFC, MiXR will provide Blues fans with exclusive benefits, including a MiXR Fan Zone at St. Andrew’s @ Knighthead Park.

Their branding will take centre stage at the Knighthead Fan Park, starting with the live screening of Blues’ fixture against Wrexham on Thursday 23 January.

For supporters unable to be at the match or the Fan Zone, MiXR venues will televise the Wrexham game in its pubs across the UK.

New users can also enjoy a free drink upon registering and unlock seasonal perks and offers from partner brands.

By downloading the MiXR app, Blues fans can unlock exclusive Birmingham City discounts, enter competitions and enjoy special offers.

Bluenoses can also claim a free pint of Birra Moretti at selected MiXR venues. To claim a free drink, download MiXR and complete the BCFC survey by Thursday 23 January at 12:00pm.

MiXR venues will also host watch parties for key fixtures, including a flagship event at Walkabout Birmingham on Broad Street for the Wrexham match.

Fans outside the Midlands can find their designated MiXR pub to enjoy the game alongside fellow supporters.

Jeremy Dale (pictured), interim CEO of Birmingham City Football Club, said: “We are really excited about this significant partnership as it is focused on delivering benefits directly to our fans.

“The Stonegate and MiXR team is creative, innovative and is recognised for creating amazing experiences for their customers across the country.

“They won us over in the very first meeting with their passion of what is happening at Blues and the desire to be part of our journey.

“We look forward to working together, starting this week with the Wrexham activation.

“Blues fans are definitely going to have fun.”

Jessica Cooke, director of media and loyalty for MiXR at Stonegate Group, said: “MiXR is really revolutionising how we engage with our guests, delivering a personalised and seamless experience that keeps them coming back to our pubs, bars and venues.

“I’m delighted that this partnership will introduce BCFC fans to discover some MiXR magic!”