Birmingham City scores a deal with Coral as new official betting partner

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League One leaders, Birmingham City, have announced a new partnership with Coral. The betting giants, owned by Entain, have become the Midlands team’s official betting partner until the end of the 2027/28 season.

As well as having their branding displayed on new digital screens and billboards around St. Andrew’s at Knighthead Park, Coral will also provide betting and match day experiences to the club’s fans. 

The new deal officially started at the beginning of March and saw Coral’s branding on display for the top-of-the-table clash with Wycombe Wanderers. Birmingham ran out 1-0 victors to give them an eight-point advantage at the top of the league.

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Coral, which has previously had sponsorship deals with Everton and Fulham, is one of the country’s leading bookmaker chains. It currently has more than 1,000 high-street betting shops across the country, as well as online services for bettors. 

The group is especially well established in the horse racing betting circuit and has been the official sponsor of the Coral Welsh Grand National and the Coral Eclipse since 1973 and 1976 respectively.

However, the Entain-owned company does have previous form in football. Coral served as the official betting partner of Norwich City for three years until 2018 and has had similar deals with West Brom as well as Premier clubs Everton and Fulham. 

This represents the company’s first football sponsorship deal for several years and, announcing the news, chief marketing officer Charlotte Emery 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.”

Birmingham currently sits at the top of League One with 76 points from 32 games and ahead of closest rivals, Wycombe Wanderers, by eight points.

US-based Knighthead Capital Management took over a controlling share of the club, and total ownership of the stadium, in 2023, when American football icon Tom Brady was named as a minority shareholder in the club. 

Following the takeover and a tumultuous year, the Blues were relegated from the Championship into League One. However, under the stewardship of manager Chris Davies, the club has enjoyed a positive season, so far. 

In November 2024, the club announced an extension to its existing deal with sporting manufacturer Nike, which closely followed a deal with Heineken.

Earlier in the year, the club announced deals with Undefeated and the world’s largest airline company, Delta Airlines.

The deal with Coral will see the betting group installed as official goal sponsors, and the group has said they will offer once-in-a-lifetime opportunities to fans on matchdays. 

Birmingham City chief executive Jeremy Dale said of the deal with Coral: “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 the Blues with our supporters… We love the focus on fans from Coral so it was very simple to build a programme that we both embraced.”