England’s Birmingham City Football Club has announced a new multi-year partnership with the betting company Coral.
With the deal, the duo’s involvement will run through to the end of the 2027/28 football season, and it officially kicked off on Saturday (March 1), which coincided with the Birmingham City and Wycombe Wanderers game.
The betting company, which is owned by Entain, will use the new partnership to bring a range of ‘engaging content and activation activities,’ which will include acting as the official goal sponsor and collaborating on the Fan Park ahead of match days.
Our City. 💙 pic.twitter.com/VQmvOOLvNw
— Birmingham City FC (@BCFC) March 1, 2025
Coral is a UK-based bookmaker that owns a chain of betting stores throughout the country. It was established in 1926 and has over 1,000 stores on the high street.
There will also be branding pitch-side on the Club’s new digital screens and perimeter boards at the ground.
With this new addition, the betting company sits alongside other major brands already signed in a deal with Birmingham City Football Club such as Nike, Delta Airlines, Heineken, and UNDEFEATED.
Coral returns to football as it partners with Birmingham
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.”
Speaking within the same press release, the Birmingham City Chief Executive Officer, Jeremy Dale, explained how the partnership is with a brand that ‘puts the customer at the heart of its operation.’
“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.”
Featured Image: Credit to Coral News
