Landmark Principal Partnership and Historical Milestone
Birmingham City has announced that Coral, one of Britain’s most historic betting brands, owned by Entain, is stepping up to become the club’s new Principal Partner. Having served as the official betting partner of Birmingham City for the past two seasons, this expansion marks a major milestone: it is the first front-of-shirt partnership in Coral’s 100-year history.
As the primary club sponsor, Coral’s branding will feature prominently on the Men’s and Women’s home, away, and third kits for the 2026-27 season. The partnership will also continue to deliver engaging content, exclusive supporter experiences, and innovative activations. The collaboration’s creativity and strength were previously highlighted when Birmingham City and Coral were shortlisted for Partnership of the Year at the 2026 Football Business Awards.
Community Impact and Executive Commentary
Beyond first-team support, Coral has demonstrated a robust commitment to the local community. During the 2025-26 season, the brand pledged £500 to charity for every home goal scored by both the Men’s and Women’s teams, generating over £40,000 for the Birmingham City Foundation, an initiative confirmed to return for the 2026-27 campaign. Furthermore, as an operator licensed by the UK Gambling Commission, Coral actively promotes safer gambling and educates consumers on the risks of unlicensed operators, highlighted by Entain’s recent campaign with social media personality Big John that reached over three million people.
Jeremy Dale, Birmingham City CEO, stated:
“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.”
Bejay Patel, Managing Director, UK and Ireland at Entain, added:
“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.”
