As a result, the club’s profile has gone through the roof and will only be pumped higher by their Amazon Prime documentary series, fronted by NFL legend and minority investor Tom Brady, which airs on Friday.
It is hard to think of a Championship club that has demanded more eyeballs on them in recent years.
Defender Laird, who is used to life in the goldfish bowl of scrutiny having come through the youth system to play for Manchester United, says the chatter around Blues is understandable.
“I believe there’s a difference between hype and buzz,” he told BBC Midlands Today.
“Hype is around clubs where things could happen, buzz is because something is actually happening.
“And that’s why other clubs and fans are saying things – but that’s part of football and we love it.”
When Sir Alex Ferguson took over success-starved Manchester United in 1986, he said knocking dominant rivals Liverpool “off their perch” was his ultimate driving force.
Although Birmingham’s perch is not as lofty as the Reds’ was then, or now, Laird understands their league rivals will echo Ferguson’s sentiment.
“It’s almost like fuel for us,” he said.
“Because what Birmingham is made out of is a lot of heart and when we go out on to the pitch, it’s 100% pedal to the metal.
“To be honest, it’s not going to affect us because it’s opinions and opinions are thrown everywhere – someone says something good and someone says something bad.
“We all have a goal here. We want to be in the Premier League.
“It’s a matter of when, not if, and we’re all driven – we’re all wishing to be there and we’re all working hard to be there.”
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