MEDIA RELEASE Treble is proud to have brought together Coral, a leading British betting brand under Entain, and Birmingham City Football Club as its official UK Betting Partner. The multi-year deal, which runs through to the 2027/28 season, strengthens Birmingham City’s commercial portfolio and provides exciting engagement opportunities for fans. Coral will enhance the matchday experience as the club’s official goal sponsor, delivering activations at the Fan Park and exclusive once-in-a-lifetime fan experiences. Ben Milhench, Director at Treble UK, commented: “We are delighted to have worked with Entain and the fantastic people at Coral to bring this partnership to fruition. Coral has a rich heritage in British sport, and with Birmingham City’s vision under new ownership, the synergy between the two brands was clear. We’re excited to see this partnership come to life and deliver real value for both Coral and Blues fans alike.” The partnership launched on 1 March, coinciding with Birmingham City’s League One clash against Wycombe Wanderers, which was broadcast live on Sky Sports. Coral’s presence will be seen throughout St. Andrew’s @ Knighthead Park, with pitch-side branding, digital screens, and perimeter board placements. In addition to its matchday activations, Coral is also the headline sponsor for the upcoming Cheltenham Festival Preview Event at St. Andrew’s @ Knighthead Park. The event will feature racing experts, including legendary trainer Dan Skelton, Racing Post’s top tipster Paul Kealy, and Coral ambassador Chris Hughes, giving fans exclusive insights 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.” With over 1,100 high street locations and a strong digital presence, Coral continues to be a leader in British sports betting, and this partnership further cements its commitment to football. Treble is proud to have played a role in securing this partnership.                

Rugby has firmly established itself as a dynamic force in global sports sponsorship. With a rich culture of respect, world-class athleticism, and opportunities to engage fans through innovative campaigns, the sport offers brands powerful ways to connect. As rugby embraces evolving competition formats and invests in cutting-edge digital platforms, it stands alongside global super sports like Formula 1 and football as a powerful driver of brand impact. Here’s why rugby sponsorship deserves a place in your marketing strategy. Bridging borders and expanding seasons In days gone by, rugby was confined largely to either the southern or northern hemispheres, but today, rugby is interhemispheric. Competitions like the United Rugby Championship (URC) and European Professional Club Rugby (EPCR) are bridging the gap between North and South by including South African teams.  Leveraging our expertise and relationships, we secured the first-ever global partnership for the URC with Qatar Airways. The deal demonstrates rugby’s ability to go beyond traditional markets and offer access to new territories. And it’s not just new territories shaping rugby opportunities. Seasons are also expanded with South African teams now competing in the European Champions Cup during December. This relatively new development shows how rugby is becoming entrenched in the festive experience and presents new opportunities for brands and partners to benefit from near year-round exposure to fresh markets, stadiums, and opposition.  This expansion across territories and seasons is important for brands wanting to establish meaningful connections with a growing global fan base. Storytelling fans want to hear One of rugby’s most significant assets is its players. Clever content strategies that leverage athletes’ celebrity and personality are invaluable. The URC’s “always-on” digital campaign tells player stories together with broader brand narratives that resonate with fans.  The URC’s Origins Rounds is a great example of engaging fans in an interactive and memorable way. For two special rounds, players celebrated their backgrounds by wearing their school or club socks, and fans were invited to do the same. This activation showcases innovative fan engagement and creates a natural touchpoint for brand messaging while celebrating the players’ roots – a win for fans and partners. Digital wins that drive rugby’s global appeal Social media and digital platforms are powerful tools to drive fan engagement and measure the global growth of rugby’s popularity. In the URC’s 2023/24 season, the league reached 47.7 million viewers, a staggering 10 million more than the previous year. Audiences grew by 138% to 6.2 million, driven by an “always-on” digital strategy and engaging social media content. Their TikTok, Facebook, and Instagram channels all contributed to a growth in followers at a rate that surpasses other European leagues. But what stood out the most was an 84% increase in YouTube subscribers, with views that soared 336% to 40.6 million.  For brands, these figures highlight rugby’s ability to drive digital engagement and deliver measurable ROI through targeted, innovative campaigns. The Treble advantage Rugby’s evolution creates exciting sponsorship opportunities, but navigating the landscape requires expertise. Treble has been at the forefront of rugby sponsorship for 25 years, building long-standing relationships with decision-makers and unions in South Africa and the UK. Our track record includes structuring global partnerships, such as the URC-Qatar Airways deal, and helping brands realise value through innovative campaigns and partnerships. Whether it’s competition sponsorships, professional team collaborations, or stadium naming rights, let Treble help you unlock rugby’s global potential.  Discover how we can help your brand connect with fans, drive engagement, and achieve lasting impact.

The Interbrand Best Global Brands of 2024 report revealed that 92 of the top 100 global brands leverage sports sponsorships to fuel their growth. This isn’t by chance – sports partnerships offer unmatched opportunities to drive results on a massive scale.  But success in this space isn’t guaranteed. It’s a competitive, ever-evolving space where the right sports marketing partner can be the difference between your brand standing out on the world stage or struggling to make an impact. Here’s what to look for in a sports marketing partner to ensure your brand becomes part of a success story. Expertise in the sports world The sports industry is unlike any other. It requires an in-depth understanding of its inner workings. A good sports marketing partner knows the ins and outs of multiple sports ecosystems, from English football to motorsports and rugby and beyond. Their insights on fan culture, brand alignment, and the right timing for campaigns can be invaluable in helping you maximise your brand’s impact. If your agency lacks deep-rooted expertise in your target sport, it might be time to look at your options. A proven track record Anyone can claim expertise, but can they prove it? Look at your agency’s case studies, testimonials, and past successes. Agencies with a strong track record of results can showcase tangible metrics – whether that’s engagement rates, boosts in brand visibility, or actual revenue growth tied to sponsorships. An established track record demonstrates reliability and that the agency is equipped to navigate challenges and deliver measurable results. Tailored strategies, not templates The right sports marketing partner knows that each brand is unique. If your agency is recycling tactics and relying on one-size-fits-all templates, you’re probably missing out on opportunities to stand out. An agency that takes the time to understand your brand’s values and goals is a good indication of whether they can create bespoke strategies that align your brand with the right sponsorships.  Adaptability and innovation Fan expectations, technology, and platforms are continuously changing. A good agency has to be agile and innovative, ready to pivot and seize new opportunities. Are they forward-thinking, staying ahead of trends in social media engagement, virtual experiences, or sustainable sponsorships? Look for the ability to adapt and innovate in a partner to help you thrive in this dynamic environment. Access to a strong network One of the greatest advantages of partnering with an established agency is their network. The right sports marketing partner has well-developed relationships with rightsholders, sports organisations, and media outlets. Leveraging these connections, they can access exclusive sponsorship opportunities and premium placements on a global scale, giving you a competitive edge in reaching more fans in memorable ways. The right sports marketing partner is more than just an agency—they’re an extension of your team, fully invested in helping your brand succeed. How does your agency measure up? With a proven track record of unlocking brand potential and forging meaningful fan connections, Treble is here to help you make an impact where it matters most. Connect with us, and let’s start building your next winning partnership.  Treble is a global sports marketing agency with unparalleled access to decision-makers in top sports. We’ve been helping brands and rightsholders build lasting, mutually beneficial partnerships for 25 years. Get in touch to explore how we can bring your vision to life.