Birmingham City have further strengthened their commercial portfolio ahead of the 2026-27 season after unveiling Coral as the club’s new principal partner while also announcing Sodick Europe as its latest club partner.
The twin agreements continue the Championship club’s growing commercial momentum following the recent appointment of Coca-Cola Europacific Partners as its official soft drinks supplier, underscoring Birmingham City’s ambition to attract both global brands and industry leaders as it builds for the future.
Leading the announcements is Coral’s elevation from official betting partner to principal partner, with the Entain-owned bookmaker becoming the front-of-shirt sponsor of Birmingham City’s men’s and women’s first teams. The agreement marks a historic milestone for the bookmaker, representing Coral’s first-ever football shirt sponsorship in its 100-year history.
Jeremy Dale, Birmingham City CEO, said, “This partnership represents much more than a sponsorship agreement. Coral has become a trusted and valued partner of ours over the past 18 months, consistently putting supporters at the heart of everything they do. From creating memorable experiences for fans to raising more than £40,000 for the Birmingham City Foundation through their support of both our Men’s and Women’s teams, they have demonstrated a genuine commitment to our Club and the city we represent.
“As a long-established British brand operating under a UK Gambling Commission licence, they share our commitment to integrity, trust and doing things the right way. Their decision to take their first-ever front-of-shirt sponsorship with our Club is a powerful endorsement of our vision, our ambition and a testament to how our teams work together so constructively. We are delighted to continue building this relationship.”
Alongside the landmark shirt sponsorship, Birmingham City confirmed precision engineering specialist Sodick Europe as an official club partner, formalising an existing relationship that has included player sponsorships, pitchside advertising and club activations.
The partnership also deepens Sodick Europe’s involvement in the Birmingham Business Alliance, the club’s business networking platform designed to foster collaboration across the Midlands and strengthen links between sport and industry.
Jeremy Dale, Chief Executive Officer of Birmingham City, added, “The calibre of organisations choosing to partner with Birmingham City says a great deal about the direction of the Club and the opportunities that lie ahead. Sodick is a world leader in its field, with a reputation built on innovation, precision and continuous improvement, qualities that resonate strongly with our own ambitions.
“This partnership reflects the increasing international appeal of Birmingham City and our ability to bring together businesses that see genuine value in being part of our journey. We look forward to working closely with Sodick to create opportunities that extend well beyond football, strengthening relationships between the UK and Japan while delivering benefits for our supporters, partners and the wider communities we serve.”
The latest agreements reinforce Birmingham City’s commercial strategy of balancing premium sponsorship assets with long-term business partnerships. While Coral gains prominent brand exposure through one of the club’s most valuable commercial properties, Sodick Europe’s partnership further positions Birmingham City as a platform for regional economic collaboration and international business engagement beyond the matchday experience.
