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.