Global football icon Jude Bellingham has taken a significant step into sports ownership after acquiring a minority stake in Birmingham Phoenix, a franchise competing in The Hundred. The investment underlines the increasing shift among elite athletes toward long-term equity participation in sports properties, as intellectual property value and media rights revenues continue to grow across global leagues.
Bellingham has acquired approximately 1.2 percent of the franchise’s equity, with shares split evenly between Warwickshire County Cricket Club and U.S.-based investment firm Knighthead Capital Management. Following the transaction, Warwickshire retains majority ownership with a 50.4 percent stake, while Knighthead holds 48.4 percent.
The England international’s connection to the West Midlands provides a compelling strategic dimension to the partnership. Bellingham rose through the academy ranks of Birmingham City FC before establishing himself as one of the most influential young footballers in the world with Real Madrid. His regional ties are expected to strengthen Birmingham Phoenix’s local engagement strategy while elevating the franchise’s global profile through association with a high-performance athlete recognised across major international markets.
Speaking about the investment, Jude Bellingham said, “I love Birmingham. I’m very grateful for what the whole city of Birmingham has done for me. I love cricket as well, so when I got the opportunity to get involved, I didn’t really think twice about it, so I’m so happy to be on board.
“I’m so grateful to Birmingham, the Stourbridge area and the West Midlands as a whole. I got the best upbringing in football, in life, through Birmingham City. I feel like I owe the city something. Right now, it’s difficult with how busy I am with football, but if there’s a way in which I can help, then I want to, and this feels like a good way.
“I think it’s so important to get our kids out there in the city playing sports. I think it’s crucial, and the opportunity for me to be a part of Birmingham Phoenix is to try and help people realise there are different avenues. Some people will enjoy football, and some people will enjoy cricket.
“I want to let kids know, let adults know that there are opportunities to go and enjoy sports. I was fortunate growing up; I had the option of playing cricket and playing football, but some kids don’t have that opportunity. It’s important that if I can get involved in something like this to shine a light on an opportunity for kids, then even better.
“I think the things that you learn from playing cricket, playing football, playing team sports are with you for life. To be able to interact with people, understand people from different backgrounds, and also realise you can have a good time with anyone, I think that’s the beauty of sport. It brings people together, especially now more than ever.”
Stuart Cain, Chief Executive of Birmingham Phoenix, added, “Jude loved cricket as a youngster and has wanted to be involved since The Hundred first went to market to secure investors. He understands high-performance sport, but more importantly, as someone who grew up in the West Midlands and played the sport in his local streets, he understands the importance of sport and how it can play a positive role in young people’s lives. So, we look forward to working with him on a number of community initiatives moving forward.”
Kyle Kneisly, Partner at Knighthead, continued, “Knighthead is committed to bringing communities together through sport and driving growth for the region through our investments in football, cricket and netball. Working with Jude is another important step in building a vibrant sporting scene that everyone in the West Midlands can get behind.
“Jude Bellingham is a fantastic role model who embodies everything brilliant about the spirit of Birmingham and the West Midlands, having grown up and made his breakthrough in sports here. There is no doubt that his involvement with the Hundred will help spark interest in cricket from people who have never engaged with the sport, creating new generations of fans for the game.”
The investment reflects the continued commercial evolution of The Hundred as the England and Wales Cricket Board expands its franchise ownership model to attract private capital, enhance fan engagement and strengthen the competition’s global positioning within the franchise-based sports landscape.
Bellingham’s move highlights a broader industry shift in which athletes are increasingly prioritising ownership stakes over traditional endorsement partnerships, recognising the long-term value creation potential within scalable sports media and entertainment properties.
