Coral has partnered with Birmingham City Football Club to become the club's official betting partner in the UK.
This multi-year agreement will include creating engaging experiences for fans, such as acting as the official goal sponsor and collaborating at the Fan Park before match days.
The partnership will also include brand exposure, with the Coral brand appearing on digital screens and perimeter boards at St. Andrew's Stadium.
Birmingham City's CEO, Jeremy Dale, said: "We are thrilled to welcome Coral as our latest partner and embark on this exciting journey together. At Coral, we are partnering with a customer-centric brand, which is something very close to the hearts of our Blues and our supporters."
"Our values align and we share the same ambitious vision to create a product that our supporters can be proud of. This is not a journey we are taking alone, and we are delighted that Coral has chosen to join us on this adventure. We appreciate Coral's focus on the fans, making it very easy to establish a plan that we all embrace."
Charlotte Emery, Chief Marketing Officer at Coral (Entain UK Brands), added: "After deciding to reintroduce the Coral brand to football, it was crucial to partner with a club that not only has a history as rich as ours but also looks to the future with a long-term success plan.
"Most importantly, we wanted to partner with a club that is as passionate about putting fans first as we are. We know that Birmingham City Football Club and its fans are on a great journey, and we are excited to be with them every step of the way."
