Coral Named Official UK Betting Partner of Birmingham City FC

The partnership officially launches tomorrow as the Blues take on Wycombe Wanderers in a crucial League One fixture, with Birmingham City aiming to strengthen their lead at the top of the table.

As part of the agreement, Coral will benefit from extensive brand exposure at St Andrew’s, with pitch-side branding on digital screens and perimeter boards. Additionally, the Entain-owned brand will play an active role in engaging supporters, including serving as the official goal sponsor and collaborating in the fan park ahead of matchdays to enhance the pre-game experience.

Birmingham City CEO Jeremy Dale expressed his excitement about the partnership, highlighting the shared values between the club and Coral. “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 that 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, CMO of Coral (Entain UK Brands), emphasized the significance of partnering with a club that shares their passion for fan engagement and long-term success. “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.”

The collaboration underscores Coral’s commitment to football and the wider sports community, reinforcing its presence within the game through meaningful partnerships. This agreement follows a broader trend of betting brands aligning with football clubs to enhance fan experiences while expanding their reach within the sport.

Meanwhile, in another betting-related sponsorship deal, Kwiff has partnered with Millwall Football Club to become the club’s sleeve sponsor for their FA Cup Fifth Round tie against Crystal Palace this weekend.