Coral has become the official UK betting partner of Birmingham City Football Club through a multi-year partnership.
The Entain brand kicked off its collaboration with the football club last weekend when Birmingham City played their League One match against Wycombe Wanderers, and it will run until the end of the 2027/28 football season.
Through the partnership, Coral will provide a variety of content and activation activities to Birmingham City supporters, including being the official goal sponsor, collaborating on the Fan Park ahead of match days, as well as fan experiences.
The operator’s branding will also be featured on the club’s digital screens and perimeter boards at St. Andrew’s @ Knighthead Park.
“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,” commented Charlotte Emery, Chief Marketing Officer for Coral (Entain UK Brands).
“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.”
Coral is also sponsoring the Cheltenham Festival Preview Event at St. Andrew’s @ Knighthead Park. The event will feature trainer Dan Skelton, Coral ambassador Chris Hughes and The Racing Post’s Paul Kealy sharing insights and tips ahead of the four-day festival.
Jeremy Dale, CEO of Birmingham City, 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.”
Entain is set to publish its 2024 full-year financial results later this week on 6 March.
