Entain’s Coral sports betting brand has been unveiled as an official betting partner of English Football League club Birmingham City.
The multi-year partnership runs through to the end of the 2027/28 season and sees Coral’s branding feature pitch-side on the club’s new digital screens and perimeter boards.
“We are thrilled to welcome Coral onboard as the latest partner to join us on our exciting journey,” said Birmingham City CEO Jeremy Dale. “In Coral, we are entering a partnership with a brand which puts the customer at the heart of its operation, something we care deeply about here at Blues with our supporters.
“We are aligned on our values and share a burning ambition to deliver an excellent product which our supporters can be proud of. This isn’t a journey we will go on alone and we are delighted that Coral has chosen to embark on this adventure with us. We love the focus on fans from Coral so it was very simple to build a programme that we both embraced.”
Charlotte Emery, chief marketing officer for Coral (Entain UK Brands), said: “Having made the decision to return the Coral brand to football, it was key we partnered with a club that not only has a similarly long history to our own, but is also looking firmly to the future, with a long-term plan for success.
“Most importantly, we wanted to work with a club that shares our passion to put the fans first. We know Birmingham City FC and its fans are on a great journey, and we are thrilled that Coral will be here for that journey every step of the way.”
Birmingham City are currently leading the League One table by 8 points and are on course for promotion to the EFL Championship.