Birmingham City have launched a new “Keep Right On” brand campaign, placing the club’s familiar anthem at the centre of a message about its ambitions and connection with the city.
Announced on Tuesday, 3 November, the campaign features actor Jayden Hanley, a lifelong Blues supporter and season-ticket holder in the Kop. The club presents his local background and career as part of the story it wants to tell about Birmingham.
A Blues supporter at the centre
Hanley was born, raised and educated in south-east Birmingham and began acting at eight. The club’s announcement highlights his role as Darcy in Phoenix Rise, his appearance in Small Axe and his stage work playing Marcus Rashford in the touring production of Dear England.
For supporters, his involvement gives the campaign a direct link to someone who follows the team from the stands. Birmingham describes his experience of pursuing an acting career as reflecting the belief and determination behind the club’s own plans.
Keep Right On becomes the campaign message
The official launch announcement connects the campaign with changes since Knighthead’s takeover in July 2023. It frames the phrase “Keep Right On” around belief in what the club could achieve, drawing on words already familiar to generations of Blues fans.
The ambitions outlined by Birmingham include competing at the highest levels, the proposed Powerhouse stadium within the Sports Quarter, community work and commercial partnerships. Those are presented as the direction the club wants to pursue, rather than results delivered by the campaign itself.
A launch about the club’s wider identity
This announcement concerns how Birmingham tells its story beyond individual fixtures. Its central themes are the relationship between club and city, the ownership’s plans and the part supporters play in that identity.
The campaign arrives on the day Blues host Millwall in the Championship. Our match preview covers the football ahead of that home fixture, while the new launch sets out the broader message Birmingham wants to carry alongside it.