Coral Casino has become Birmingham City’s principal partner for the upcoming season. Its name will be placed on the front of the club’s men’s and women’s shirts in a commercial agreement.
The deal gives Coral its first front-of-shirt football sponsorship in the brand’s 100-year history. The partnership with the betting brand covers Birmingham City’s home, away and third kits for both teams.
The agreement marks a step up from Coral’s relationship with Birmingham City Football Club. The company has served as the club’s official betting partner for the past two seasons, supporting fan activities and community projects.
For the new campaign, the Birmingham City shirt sponsor will appear across the club’s playing kits, giving Coral exposure throughout the Championship season.
The move highlights the continuing role of betting companies in football sponsorship. The agreement also places Coral among the club’s visible commercial partners this season. Coral, owned by Entain, has a long history in British sports and gambling. Its decision to become the Birmingham City shirt sponsor follows two seasons of work with the club.
That goal-based donation will continue during the 2026/27 season. The arrangement gives the partnership a community role alongside its commercial presence.
The partnership comes as Birmingham continues to build its commercial profile. The club has been strengthening business partnerships while developing its teams on the pitch.
For Coral, the agreement offers a way to connect its long-established brand with a club that has a local following and ambitions for the future.
The deal also gives the Coral casino brand a stronger connection to football fans. While the sponsorship centres on Coral’s wider brand, the Coral casino business forms part of Entain’s broader betting and gaming operations. The Coral casino name has been around in the UK gaming scene for a long time.
The company also says its activities are overseen in the UK. It adds that it backs safer gambling. The Coral casino brand also continues alongside Coral’s sports betting products, while the sponsorship gives it a prominent football platform.
For Birmingham City, the agreement provides a commercial partnership ahead of the new season. Birmingham City’s shirt sponsor will show up during league games and other fixtures. That should help the brand get in front of more supporters.
The new agreement now takes that partnership to a larger level. The Birmingham City shirt sponsor will feature across both the men’s and women’s teams, while Coral continues its community commitments.
For Coral, the deal represents a notable first after a century in business. For Birmingham City Football Club, it adds a commercial partner as the team prepares for the 2026/27 Championship campaign.
The Coral casino brand will remain part of the commercial picture, while the Coral casino operation gains added visibility. The message is clear: Coral wants a bigger role in football, and Birmingham offers the company a prominent platform.
As the season develops, the Birmingham City shirt sponsor will give Coral visibility at St Andrew’s and on the road.
The Coral casino business may benefit from the increased exposure, while the club gains sponsorship support and continued funding for its foundation. The deal combines commercial promotion with a community element, making it more than a simple shirt branding agreement.
