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Birmingham City Football Club has secured a significant multi-year partnership with Coral, establishing the Entain brand as the club’s Official UK Betting Partner through the 2027/28 season.
New Partnership Kicks Off
The collaboration officially launched last weekend during Birmingham City’s League One match against Wycombe Wanderers, marking the beginning of what both organizations describe as an “exciting journey” together. The partnership represents Coral’s strategic return to football sponsorship, with the betting operator choosing Birmingham City FC for its rich history and forward-looking vision.
Fan-Focused Initiatives
At the heart of this partnership is a shared commitment to enhancing the fan experience. Supporters can expect a variety of engaging content and activities, including official goal sponsorship from Coral, collaborative Fan Park activities on match days, exclusive fan experiences described as “once in a lifetime” opportunities, and sponsorship of the upcoming Cheltenham Festival Preview Event at St. Andrew’s @ Knighthead Park.
The preview event will feature notable racing personalities including trainer Dan Skelton, Coral ambassador Chris Hughes, and The Racing Post’s Paul Kealy, who will offer insights ahead of the four-day festival.
Visible Branding Presence
As part of the agreement, Coral’s branding will be prominently displayed throughout St. Andrew’s @ Knighthead Park on the club’s new digital screens and perimeter boards, increasing the betting operator’s visibility during matches.
Leadership Perspectives
Jeremy Dale, CEO of Birmingham City, expressed enthusiasm about the new partnership: “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.”
Dale highlighted the shared values of both organizations, mentioning that they both aim to deliver a product their supporters can be proud of and expressing excitement that Coral is joining them on this journey.
Charlotte Emery, Chief Marketing Officer for Coral (Entain UK Brands), highlighted the strategic importance of partnering with Birmingham City: “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.”
Emery added: “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.”
