Birmingham City’s partnership portfolio continues to strengthen as the club’s new ownership era involving NFL star Tom Brady progresses, with betting brand Coral becoming a new club partner.
Running until the end of the 2027/28 season, the partnership focuses on entertaining supporters through fan engagement activities. These include working on the Fan Park ahead of matches, providing fans with ‘once in a lifetime experiences’ and acting as the official goal sponsor.
Supporters first saw the agreement in action during Birmingham City’s televised league game against Wycombe Wanderers on 1 March. Coral’s branding appeared on the club’s digital screens and pitchside perimeter boards at St Andrew’s @ Knighthead Park.
Jeremy Dale, CEO at 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-owned Coral is the latest sponsor to join League One side Birmingham City, following a wave of commercial deals under the club’s new ownership by Knighthead Capital and investment from NFL legend Tom Brady.
Known across the UK for its strong high street presence and horse racing sponsorships – including the Coral Welsh Grand National, Coral Eclipse, and Cheltenham Festival – this partnership marks the brand’s return to football sponsorship.
Coral will likely benefit from the increased attention around the club, which has been enhanced by Brady’s involvement. His presence has already boosted commercial interest, even for teams facing Birmingham, which currently sits atop League One and will likely gain promotion back to the Championship this year.
Matthew Disley, Commercial Director of Sutton United FC, highlighted this impact before his team’s FA Cup clash against the Blues last October: “The fact we are playing Birmingham, who are top of League One, as well as Tom Brady’s involvement, adds to the excitement and commercial value of the tie as a whole, which of course then increases the commercial demand.”
Nevertheless, Coral aims to leverage its horse racing expertise by sponsoring the Cheltenham Festival Preview Event at the club’s stadium on 7 March. Guests will hear insights and tips from trainer Dan Skelton, The Racing Post’s top tipster Paul Kealy and Coral ambassador Chris Hughes ahead of the four-day festival.
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.”
