Entain’s Coral brand has signed a front-of-shirt sponsorship agreement with Birmingham City FC. The deal marks the first of its kind in the UK’s EFL Championship following the Premier League’s voluntary ban on gambling logos.
Partnership Details
Coral transitions from its previous role as the club’s official betting partner to become the principal sponsor. The agreement places the brand’s logo on the center of the Birmingham City matchday jersey. UK betting operators are increasingly directing sponsorship investments toward the second tier as top-flight clubs remove gambling branding. This shift allows companies to maintain high-visibility partnerships while the Premier League enforces its new advertising restrictions.The regulatory changes in English football have redirected commercial activity to the Championship. Second-tier clubs now serve as the primary destination for major betting sponsorships that were previously concentrated in the top division.