Coral will become Birmingham City’s principal and front-of-shirt partner for the 2026/27 season, marking the betting brand’s first front-of-shirt football sponsorship in its 100-year history.

The Entain-owned brand will appear on the men’s and women’s home, away and third kits. Birmingham City confirmed the agreement on September 2, 2026.

The deal extends Coral’s existing relationship with Birmingham City while putting its branding across both senior teams for the full season.

What the agreement includes

Coral has been Birmingham City’s official betting partner for the past two seasons. The new agreement expands that relationship.

Coral will also renew a community initiative linked to match results. It will donate £500 for every home goal scored by the men’s and women’s teams during the 2026/27 season.

Entain said the scheme generated more than £40,000 for the Birmingham City Foundation during the 2025/26 season.

  • Coral branding will appear on all men’s and women’s playing kits.
  • The partnership covers the 2026/27 season.
  • Coral will donate £500 for each home goal scored by either senior team.
  • The donations will support the Birmingham City Foundation.

Why the Championship deal matters

Birmingham City play in the Championship, England’s second tier. The agreement shows how betting brands continue to use football partnerships outside the Premier League to reach supporters and build local community links.

The financial value of the deal was not disclosed. Entain described it as an expansion of a partnership that has included supporter events, club content and community activity.

For Birmingham City, the agreement provides a prominent commercial partner across the men’s and women’s teams. For Coral, it puts the brand on the full kit range of a Championship club for the first time.

Regulatory position in Great Britain

Gambling sponsorship remains subject to advertising and player-protection rules in Britain. Clubs can promote licensed gambling brands, but marketing must not target children.

The Gambling Commission says sports sponsorship is treated as advertising under the Gambling Act 2005. Its guidance says clubs should conduct due diligence on gambling partners and avoid promoting operators that do not hold a Commission licence.

The Gambling Commission’s public register lists LC International Limited, trading as Coral, under active account number 54743. The agreement concerns Birmingham City, an English club operating within the Great Britain market. Licensing arrangements in Northern Ireland are separate.

The regulator also says gambling logos must not appear on children’s sports shirts or other merchandise designed for children. Sponsorship-related advertising must comply with the relevant UK advertising codes.

Advertising scrutiny remains

The Advertising Standards Authority and the Committee of Advertising Practice have warned that football has strong appeal to people under 18. Sponsorship arrangements are mainly overseen by the Gambling Commission, while related promotional material can also be assessed under advertising rules.

That distinction could affect how Coral and Birmingham City use the partnership in social media, supporter campaigns and other marketing. Club logos and stadium settings may be permitted in some contexts, but advertising must not create strong appeal among children or young people.