Birminham City FC rebrands ‘By Order of the Peaky Blinders’

Birmingham City FC 26th Feb 2022 BBC PEAKY-2

Birmingham City FC went back to its roots on Saturday (26 February) to become Small Heath Alliance following an order from the Peaky Blinders.

Small Heath Alliance was the name of the club in 1875, around the time the Peaky Blinders’ leader, Tommy Shelby, would have been a small boy.

Birmingham City FC

The order from the Peaky Blinders came via Instagram on Thursday (24 February) and kick-started the most ambitious part of BBC Creative’s ‘Last Orders’ campaign, ahead of the sixth and final series of the hit BBC drama.

Birmingham FC accepted the order in celebration of its unique connection to the hugely popular series set in 1920s Birmingham. 

Its social media channels quickly adopted a retro theme in the run-up to Saturday’s Championship match against Huddersfield Town AFC, where fans enjoyed a Peaky Blinders extravaganza on the pitch, and around the stands.

The match program was printed in retro black and white style, whilst the stadium displayed Shelby Company LTD advertising and details about the return of the show.

Fans also received exclusive Small Heath Alliance scarfs, and match officials wore authentic Peaky Blinders attire during the game. 

The show’s tune ‘Red Right Hand’ was played as the players walked out on to the pitch, and the trailer for the final series was shown in the stadium during halftime.

Tim Jones, Creative Director at the BBC Creative said:  “It’s so great to be finishing our campaign in Birmingham. Peaky Blinders is so tied to this city and the fans are very passionate, which is why we really wanted to do something big here ahead of the final series. 

“And with St Andrew’s just a stone’s throw away from the Shelby’s Small Heath premises, it made perfect sense that the Peaky Blinders would issue an order to the locals. 

“This whole campaign has been months in the making, so it was nice to finish in such celebratory fashion.”

The Last Orders campaign has seen the Peaky Blinders issue various orders to followers and fans through the official Peaky Blinders Instagram page. 

The tasks, each more difficult than the last, had fans scouring the BBC and beyond for intel that unlocked exclusive content ahead of the upcoming season, including the long-awaited return date, which was revealed on a striking, 12-metres-high mural in Birmingham.

The sixth and final season of Peaky Blinders kicked-off yesterday (Sunday 27 February) on BBC One and is available for catch-up now BBC iPlayer.