Birmingham City Football Club has announced Coral, one of Britain’s most historic and best-known betting brands, owned by Entain, as the its new Principal Partner.
Coral has been the official betting partner of Birmingham City Football Club spanning the last two seasons, and this step up to being the primary Club sponsor marks a significant expansion of a partnership that has already delivered memorable fan experiences, community initiatives and award recognition.
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.
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.
Since beginning its partnership, Coral has provided Birmingham City supporters with a range of exclusive opportunities and memorable experiences. The strength and creativity of the partnership have also been recognised by the wider industry, with Birmingham City and Coral shortlisted for Partnership of the Year at the 2026 Football Business Awards.
Beyond its support of the First Team, Coral has also demonstrated a strong commitment to making a positive impact within the local community. During the 2025/26 season, Coral pledged £500 to charity for every goal scored at home by both the Men’s and Women’s teams, resulting in over £40,000 being donated to the Birmingham City Foundation, and this initiative will be repeated in 2026/27.
As one of Britain’s best-known betting brands, Coral is committed to ensuring customers bet in a safe, regulated environment. Owned by Entain, Coral supports a range of initiatives designed to raise awareness of the risks associated with unlicensed gambling operators.
Earlier this year, Entain partnered with social media personality Big John on a campaign to educate supporters and consumers about the dangers of the illegal gambling market, reaching more than three million people across social media platforms.
Jeremy Dale, CEO of Birmingham City, 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. 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.”
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.”
The Club and Coral will work together throughout the 2026/27 season to deliver further opportunities for supporters, strengthen their community impact and build on a partnership that has already made a significant contribution both on and off the pitch.
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