In his recent 199 newsletter, Brady opened up about his vision to build a winning team grounded not in highlight plays but in deeply rooted values.

Building a championship culture from the ground up

Brady’s formula centers on people who embody hard work, commitment, and resilience. “When your values are fully embodied, they become your priorities,” he wrote. “Then, your priorities inspire your actions… and with time, what was second nature becomes who you are.”

This mindset reflects the influence of his early life in the Bay Area, where the San Francisco 49ers under Bill Walsh became community icons. His college years at Michigan, playing in front of 100,000 fans, and his storied NFL career with the New England Patriots-turning them into a dynasty and cultural symbol-have all shaped his approach.

Now, Brady is bringing these principles to Birmingham City, aiming to create a team that connects with its fans on a level beyond the pitch or postal code.

Brady also embraces the power of modern media, believing streaming and social platforms allow smaller clubs to dream bigger than ever before. “The world is so flat now… it’s possible for anyone to find success, however you choose to define it,” he noted.

He points to examples like the Savannah Bananas baseball team and New Zealand’s All Blacks rugby squad-small-market teams that have succeeded by authentically showcasing their identity.

To document this journey, Amazon Prime will premiere Built in Birmingham: Brady & The Blues on August 1. The docuseries gives fans a behind-the-scenes look at Brady’s efforts to restore the club’s relevance, mirroring Ryan Reynolds’ Wrexham AFC story. Brady himself joked about the rivalry: “Maybe one day soon [we] eclipse what those fancy Hollywood actors are doing over at Wrexham AFC.”

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Despite the unique challenges of building a championship team, Brady’s core message remains clear: “Winning is always the ultimate goal, but it loses some of its meaning when you lose sight of the team and the community that were a part of that victory.”

With Built in Birmingham, Brady is inviting fans to witness the process-from the struggles and values to the people shaping something truly special.