Coral unveiled as Birmingham City's official UK betting partner

Birmingham City Football Club has today announced leading British betting operator Coral as its Official UK Betting Partner. 

Coral, owned by Entain, has signed a multi-year partnership with the club that will run through to the end of the 2027/28 football season.

Coral will look to use the new partnership to reward and entertain Birmingham City FC supporters with a range of engaging content and activation activities. These will include acting as the official goal sponsor, collaborating in the fan park ahead of matchdays and providing fans with once in a lifetime experiences.

The deal will also see Coral branding pitch-side on the Club’s new digital screens and perimeter boards at St. Andrew’s @ Knighthead Park.

 The partnership launches on Saturday 1st March to coincide with Birmingham City’s top of the table League One clash with Wycombe Wanderers, televised live on Sky Sports.

 Established in 1926, Coral has developed a reputation as a trusted, longstanding partner of sports events responsible for two of the longest-running sponsorships in sport – the Coral Welsh Grand

National since 1973, and the Coral-Eclipse since 1976 – it is also the longest-standing commercial sponsor at the Cheltenham Festival since 1974.

Coral boasts a strong high street presence with over 1,000 shops across the UK, combined with a digital-first experience via its mobile app and online betting service at coral.co.uk, which Blues’ fans will benefit from over the term of the partnership.  

 Coral is the latest leading brand to team up with Birmingham City Football Club under the ownership of Knighthead Capital Management and the exciting collaboration further strengthens the club's ever-growing portfolio of blue-chip partners, which already includes renowned brands such as Nike, UNDEFEATED, Delta Airlines and Heineken.

Birmingham City Chief Executive Officer, Jeremy Dale, said: “We are thrilled to welcome Coral onboard as the latest partner to join us on our exciting journey. 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.”