Coral unveiled as Birmingham City's official UK betting partner

National since 1973, and the Coral-Eclipse since 1976 – it is also the longest-standing commercial sponsor at the Cheltenham Festival since 1974.

Coral boasts a strong high street presence with over 1,000 shops across the UK, combined with a digital-first experience via its mobile app and online betting service at coral.co.uk, which Blues’ fans will benefit from over the term of the partnership.  

 Coral is the latest leading brand to team up with Birmingham City Football Club under the ownership of Knighthead Capital Management and the exciting collaboration further strengthens the club's ever-growing portfolio of blue-chip partners, which already includes renowned brands such as Nike, UNDEFEATED, Delta Airlines and Heineken.

Birmingham City Chief Executive Officer, Jeremy Dale, 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.”

 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.”