UK gaming brand Coral has upgraded its sponsorship agreement with Birmingham City Football Club to the status of principal partner. The new deal covers the 2026/27 season and marks the company's first front-of-shirt placement in its century-long history.
Kit Branding and Community Support
The agreement places the Coral logo on the front of the shirts for both the Men's and Women's squads. This branding will appear on home, away, and third kits throughout the upcoming campaign. Until now, the brand had only held the title of official betting partner for the previous two seasons.
Birmingham City CEO Jeremy Dale highlighted the financial and cultural alignment between the organizations. He noted that Coral has contributed over £40,000 to the Birmingham City Foundation through its support of both teams. Dale emphasized that the decision to take the first-ever front-of-shirt sponsorship reflects a shared commitment to integrity and a constructive working relationship.
The Entain gaming brand has operated under a UK Gambling Commission licence and has been associated with the club for the past 18 months. This latest agreement represents the largest sports sponsorship commitment the brand has made to date.