SMG unite Tappit and Birmingham City FC


SMG are delighted to have brokered an agreement between 
Birmingham City Football Club and Tappit to launch Blues Fastpay. 
Blues Fastpay offers supporters a cashless payment system at all 
Kiosks across St. Andrew’s Trillion Trophy Stadium. 


The innovative system, produced by the cashless experience expert, aims to reduce serving time and improve the overall matchday experience for fans.

Blues Fastpay will be introduced at the start of the 2018/19 season. Supporters will be able to top up cash onto their Season Tickets to pay for food and drink at Kiosks, fan bars and also to purchase merchandise in the Blues Store.

Ian Dutton, Head of Commercial, Birmingham City Football Club, said: “Blues Fastpay is one of the ways that we are bringing the best experience possible to Birmingham City supporters inside St. Andrew’s Trillion Trophy Stadium.

Blues will also introduce paperless ticketing for non-season ticket supporters at St. Andrew’s Trillion Trophy Stadium. Match passes will be issued to any Blues fans purchasing a ticket for the first time. Their unique match pass will then be re-used for all future home ticket purchases.

Jason Thomas, CEO, tappit, added: “We’re fully behind Birmingham City in their quest to improve fan experience and proud to be part of their journey in enhancing St. Andrew’s Trillion Trophy Stadium with Blues Fastpay.

“As dedicated sports fans ourselves, we understand the frustration of missing the action while stuck in a queue. Improving the fan experience is why we exist and we’re excited to be doing that for Blues fans.

“Blues Fastpay is even quicker than bank-issued contactless cards and easy to manage, so supporters can enjoy the action on the pitch without spending unnecessary time queuing.”

Separate tills and queueing points will be created at all 93 kiosks inside the home concourses at St. Andrew’s Trillion Trophy Stadium.
Only cash that is loaded onto the card can be spent. Blues fans will be able to top up their cashless cards in a variety of ways; online, at St. Andrew’s Trillion Trophy, via auto top-up and through the Blues App.

SMG's CEO Stephen Pearson commented "this is a unique agreement and a game changer in payments at stadiums, we are thrilled to have been instrumental in this deal with The Blues".

SMG Expand AvaTrade Deal with Manchester City











SMG have expanded AvaTrade's partnership with Manchester City to a global level sponsorship.

The multi-year deal is an expansion of an agreement signed by the two parties back in February, which saw AvaTrade become the Premier League champions’ regional partner in China, Asia and Latin America.

Under the terms of the partnership, AvaTrade will offer its customers and business partners exclusive City-related promotions, prizes and VIP trips to the club’s Etihad Stadium


“As one of the most regulated and trusted brokers in the industry, AvaTrade's global partnership with Manchester City is an important step towards making trading accessible for everyone all over the planet,” added AvaTrade chief executive Dáire Ferguson. "It’s vital that every single football fan and investor worldwide will know that there is no limit to what they can achieve if they set their minds to it.”


Stephen Pearson added "SMG continue to be at the forefront of driving significant return on investment for brands in the online trading sector and are delighted to have brokered this agreement."