Coral has been named Birmingham City Football Club's new principal partner, extending an existing relationship that began two seasons ago and marking the first front-of-shirt sponsorship in the betting brand's 100-year history.
Under the agreement, Coral branding will appear on the men's and women's home, away and third kits throughout the 2026/27 season.
The partnership represents a significant expansion of Coral's previous role as the club's official betting partner.
According to Birmingham City, the collaboration has already included supporter activations, fan experiences and community initiatives, with the partnership also earning a nomination for Partnership of the Year at the 2026 Football Business Awards.
The community programme will continue into the new season, following Coral's pledge to donate £500 (£666) for every home goal scored by both the men's and women's teams during the 2025/26 campaign. The initiative generated more than £40,000 for the Birmingham City Foundation and is set to be repeated in 2026/27.
Commenting on the development, Birmingham City CEO Jeremy Dale stated: "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.
"Their decision to take their first-ever front-of-shirt sponsorship with our Club is a powerful endorsement of our vision, our ambition and testament to how our teams work together so constructively. We are delighted to continue building this relationship."
Bejay Patel, Managing Director for UK and Ireland at Entain, Coral's parent company, said the sponsorship represented a milestone for the brand and reflected both organisations' focus on supporter engagement. He added that Coral would continue promoting safer gambling and raising awareness of the risks associated with unlicensed operators alongside delivering fan-focused initiatives.
The announcement comes as gambling sponsorship in English football remains under scrutiny. While Premier League clubs have voluntarily ended front-of-shirt betting sponsorships from the 2026/27 season, the restriction does not apply to clubs in the English Football League, allowing agreements such as Birmingham City's to continue.
Meanwhile, Fortuna Poland expanded its own football sponsorship activity earlier today with new partnerships involving KS Cracovia and Zagłębie Lubin.
During the 2025/26 season, Coral donated more than £40,000 ($53,000) to the Birmingham City Foundation through its initiative of contributing £500 for every home goal scored by the club's men's and women's teams
