Entain’s Coral brand has announced its first front-of-shirt football sponsorship deal in 100 years. The agreement was revealed as the company urged regulators to ban unlicensed gambling sponsorship in sports.
The new sponsorship strategy emerges while the Premier League enforces a voluntary ban on gambling logos on shirts for the upcoming season. Consequently, betting operators are redirecting their marketing efforts toward the EFL Championship. This tier has become the primary focus for heritage betting brands seeking visibility.
Corporate Stance on Regulation
Entain used the announcement to highlight concerns regarding unlicensed operators in the sector. The company advocates for stricter controls to ensure only licensed entities can sponsor sporting events. This position aligns with broader industry discussions about responsible gambling and brand safety.
Coral has operated in the UK market for over a century. This specific front-of-shirt arrangement marks a significant return to high-visibility football marketing for the brand.