Coral has been announced as Birmingham City FC’s new principal partner, marking a historic first front-of-shirt sponsorship deal in the betting brand’s century-long history.
The Entain-owned bookmaker had already served as Birmingham City’s official betting partner for two seasons prior to this expanded agreement taking effect.
Coral’s logo will now feature on the men’s and women’s home, away, and third kits throughout the 2026/27 season, representing a landmark moment for the brand.
The Championship club is widely tipped to challenge for promotion during the coming campaign, as they look to end a 15-year absence from the Premier League.
Birmingham City Chief Executive Officer Jeremy Dale described Coral as “a trusted and valued partner,” highlighting the depth of the relationship that has developed over the past 18 months.
Dale said: “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.”
He also pointed to the fundraising impact of the arrangement, noting that Coral had raised more than £40,000 for the Birmingham City Foundation through support of both the men’s and women’s teams.
Dale added that Coral, as “a long-established British brand operating under a UK Gambling Commission licence,” shares the club’s “commitment to integrity, trust and doing things the right way.”
Bejay Patel, Managing Director for 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.”
During the 2025/26 season, Coral pledged £500 to the Birmingham City Foundation for every goal scored at home by both the men’s and women’s sides, resulting in the £40,000-plus donation total.
That community initiative will be repeated throughout the 2026/27 campaign, alongside continued fan engagement activities including content, supporter experiences, and activations.
The deal reflects a broader shift in how gambling operators are navigating the voluntary front-of-shirt sponsorship ban that applies to Premier League clubs, pushing brands toward Championship partnerships instead.
Entain had been broadly supportive of that voluntary ban, though it had previously pushed for unlicensed firms to be excluded from shirt sponsorship opportunities entirely.
Other operators have pursued similar alternative routes, with Midnite securing multiple Championship partnerships and BOYLESports continuing its front-of-shirt deal with West Ham United following their Premier League relegation.
Meanwhile, Betano has secured sleeve sponsorship with Aston Villa and training kit sponsorship with Tottenham Hotspur, while Betway is reportedly working on a training kit deal with Manchester United.
