The English football club, Birmingham City FC have developed a partnership with UK’s online sports betting platform, Coral.
As the new club partner, the deal will run until the conclusion of the 2027-28 season and will focus on entertaining fans through fan interaction initiatives. These involve working on the Fan Park prior to matches, presenting fans with ‘one in a lifetime experiences’, and serving as the official goal sponsor.
On March 1, Birmingham City supporters witnessed the deal in effect during a televised league game against Wycombe Wanderers. Coral’s logo was displayed on the club’s digital screens and pitchside perimeter boards at St Andrew’s at Knighthead Park.
Jeremy Dale, CEO at Birmingham City, said, “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. 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.”
Coral, operated by Entain, is the newest sponsor to join the EFL League One side, amid a slew of commercial partnerships under the club’s new ownership by Knighthead Capital and an investment from NFL icon Tom Brady.
This deal represents the brand’s return to football sponsorship after it was well-known in the UK for its significant high street presence and horse racing sponsorships, notably the Coral Welsh Grand National, Coral Eclipse, and Cheltenham Festival.
Coral will most certainly benefit from the additional attention surrounding the club, which has been boosted by Brady’s engagement. His involvement has already improved commercial interest, especially among teams facing Birmingham, which is presently leading League One and will most certainly be promoted back to the EFL Championship this year.
Matthew Disley, Commercial Director of Sutton United FC, said, “The fact we are playing Birmingham, who are top of League One, as well as Tom Brady’s involvement, adds to the excitement and commercial value of the tie as a whole, which of course then increases the commercial demand.”
Nonetheless, Coral intends to capitalise on its horse racing experience by sponsoring the Cheltenham Festival Preview Event at the club’s stadium on March 7. Guests will receive insights and recommendations from trainer Dan Skelton, The Racing Post’s top tipster Paul Kealy, and Coral ambassador Chris Hughes ahead of the four-day festival.
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.”
