Agreement represents the first front-of-shirt partnership in Coral’s 100-year history
Entain-owned sports betting brand Coral has been unveiled as the new principal partner for English Championship side Birmingham City FC.
Coral has served as Birmingham City’s official betting partner for the past two seasons, and has now stepped up to become the club’s primary sponsor.
As the Blues’ primary sponsor, Coral will now appear on the Men’s and Women’s home, away and third kits for the 2026-27 season.
The agreement is a landmark moment for Coral, representing the first front-of-shirt partnership in the brand’s 100-year history.
“This partnership represents much more than a sponsorship agreement,” said Birmingham City CEO Jeremy Dale. “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. We are delighted to continue building this relationship.”
Coral will continue to work with the Club to create engaging content, exclusive supporter experiences and innovative activations that bring fans closer to the teams.
Bejay Patel, managing director of 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 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.”