Birmingham City FC has named Coral as its new principal partner, marking the first front-of-shirt sponsorship in the betting brand’s 100-year history.
The deal will see Entain-owned Coral branding appear on the men’s and women’s home, away and third kits for Birmingham’s 2026/27 campaign, elevating its existing role as the club’s official betting partner – which it has been for the past two seasons.
During that time, the partnership has delivered fan engagement initiatives and community projects, including Coral’s pledge to donate £500 to charity for every home goal scored by Birmingham’s men’s and women’s teams last season.
The initiative raised more than £40,000 for the Birmingham City Foundation and will continue during the 2026/27 season.
Birmingham City Chief Executive Officer, Jeremy Dale, said Coral had become “a trusted and valued partner” over the past 18 months.
He commented: “This partnership represents much more than a sponsorship agreement. Coral has become a trusted and valued partner of ours over the past 18 months, consistently putting supporters at the heart of everything they do.
“From creating memorable experiences for fans to raising more than £40,000 for the Birmingham City Foundation through their support of both our Men’s and Women’s teams, they have demonstrated a genuine commitment to our club and the city we represent.
“As a long-established British brand operating under a UK Gambling Commission licence, they share our commitment to integrity, trust and doing things the right way.
“Their decision to take their first-ever front-of-shirt sponsorship with our club is a powerful endorsement of our vision, our ambition and testament to how our teams work together so constructively.”
Bejay Patel, Managing Director, UK and Ireland at Entain, said: “We are very proud of the partnership we have developed with Birmingham City Football Club and delighted to take this relationship to the next level.
“This is the first time in Coral’s history that we have become a front-of-shirt football sponsor and who better to do that with than the Blues, a club that shares our long history and our passion in putting fans first.
“As a brand that has been part of British communities for generations, Coral is committed to creating outstanding experiences for supporters while promoting safer gambling and raising awareness of the risks associated with unlicensed operators.
“During the coming season, we will continue to create memorable moments for fans and support the amazing work of the Birmingham City Foundation through our backing of both the men’s and women’s teams.”
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