Coral takes landmark front-of-shirt sponsorship with Birmingham City

Coral has elevated its relationship with Birmingham City Football Club by becoming the club's principal partner, a move that sees the bookmaker take its first-ever front-of-shirt sponsorship in its century-long history. The deal expands on a partnership that began two seasons ago, when Coral served as the club's official betting partner.

Under the new agreement, Coral branding will feature on both the men's and women's home, away, and third kits for the 2026/27 campaign. The partnership had already earned a nomination for Partnership of the Year at the 2026 Football Business Awards, driven by supporter activations and community initiatives.

A key element of the collaboration is Coral's community programme. During the 2025/26 season, the brand pledged £500 for every home goal scored by both the men's and women's teams, which raised over £40,000 for the Birmingham City Foundation. Coral has confirmed that the initiative will be repeated in the 2026/27 season.

Birmingham City CEO Jeremy Dale said the sponsorship "represents much more than a sponsorship agreement," noting that Coral has become a trusted partner that consistently puts supporters first. He described the front-of-shirt deal as a powerful endorsement of the club's vision and ambition.

Bejay Patel, Managing Director for UK and Ireland at Entain (Coral's parent company), called the sponsorship a milestone for the brand and highlighted a shared focus on supporter engagement. He added that Coral will continue to promote safer gambling and raise awareness about the risks of unlicensed operators alongside fan-focused activities.

The announcement comes amid ongoing scrutiny of gambling sponsorships in English football. While Premier League clubs have voluntarily stopped front-of-shirt betting deals from the 2026/27 season, the restriction does not apply to English Football League clubs, allowing Birmingham City's agreement to proceed.

Separately, Entain's Fortuna Poland brand also expanded its football sponsorship portfolio today, striking new partnerships with KS Cracovia and Zagłębie Lubin.