Business
Entain : Coral announced as new Birmingham City Principal Partner
Entain : Coral announced as new Birmingham City Principal
About this update from Entain Plc
Coral announced as new Birmingham City Principal Partner 27 Jul 2026 Share viafacebooktwitterlinkedin Birmingham City Football Club is pleased to announce that Coral, one of Britain's most historic and best-known betting brands, owned by Entain, is the Club's 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, Birmingham City CEO, commented: "This partnership represents much more than a sponsorship agreement. Coral has become ...