Birmingham City and Coral have expanded their relationship ahead of the 2026-27 season. The Birmingham City Coral partnership sees the Entain-owned betting brand become the club’s new Principal Partner after two years as official betting partner. It is also the first front-of-shirt football sponsorship in Coral’s 100-year history.

• Coral’s logo will feature on the Men’s and Women’s home, away and third kits during the 2026-27 season. The partnership will continue with fan activities, exclusive content and matchday experiences. The Birmingham City Coral partnership was also shortlisted for Partnership of the Year at the 2026 Football Business Awards.
• The two organisations will also continue their community work. Last season, Coral donated GBP 500 for every home goal scored by Birmingham City’s Men’s and Women’s teams, raising more than GBP 40,000 for the Birmingham City Foundation. The same campaign will return for the new season.
• Coral said it will continue supporting safer gambling initiatives and campaigns against illegal gambling. Birmingham City CEO Jeremy Dale said: “Their decision to take their first-ever front-of-shirt sponsorship with our Club is a powerful endorsement of our vision.”

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