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Coral has been named the official UK betting partner of Birmingham City FC. The partnership, which runs until the end of the 2027/28 football season, marks Coral's return to football sponsorship and underscores its commitment to engaging with fans through innovative content and activations.
Coral, owned by Entain, will have its branding prominently displayed pitch-side on digital screens and perimeter boards at St. Andrew's @ Knighthead Park, the home of Birmingham City FC. The deal includes acting as the official goal sponsor and collaborating in the fan park ahead of matchdays to provide fans with "once-in-a-lifetime experiences".
This partnership is part of Coral's broader strategy to re-enter the football sponsorship market, having previously been well-known for its high street presence and horse racing sponsorships such as the Coral Welsh Grand National and Coral Eclipse. Birmingham City FC, under new ownership involving NFL legend Tom Brady, has seen a surge in commercial interest, making it an attractive partner for Coral.
Charlotte Emery, Chief Marketing Officer at Coral (Entain UK Brands): "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".
Jeremy Dale, CEO at Birmingham City FC: "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".
The partnership will focus on entertaining supporters through various fan interaction initiatives. These include working on the Fan Park prior to matches and providing exclusive experiences for fans45. Additionally, Coral will sponsor the Cheltenham Festival Preview Event at St. Andrew's, leveraging its expertise in horse racing to engage fans with insights from racing experts.
As the partnership unfolds, fans can expect more engaging content and activations that align with both Coral's and Birmingham City FC's values of prioritizing fan experience. The collaboration also underscores the club's ambition to deliver an excellent product that supporters can be proud of, with Coral committed to supporting this journey every step of the way.
Sources: SBC News, ReadWrite, Treble Group, SportsMint Media, Gambling Insider, Insider Sport, InterGame
