Birmingham City FC agrees deal with Asian platform GOD55

Birmingham City Football Club has confirmed a deal that sees GOD55 become their official Asian betting partner. 

The Blues are the latest English soccer club to agree terms with overseas gambling firms, in what is a controversial situation.

They currently play in the third tier of the English game, but they won’t be staying there for long. Birmingham currently lead League One by nine points and will almost certainly play in the Championship next season. 

Beyond that, they will have ambitions for consecutive promotions into the riches of the English Premier League, regarded by many as the best soccer league in the world. 

The catalyst for Birmingham’s rebirth and rise has been the new direction under US ownership, led by Tom Wagner, while NFL legend Tom Brady is a significant minority investor.

As stated above, betting partnerships are common in English soccer, but not in the third tier. That’s what sets this one apart as the Blues’ star continued to rise, although they won’t be staying down for long. 

Star power and rising prominence are bringing more attention to the St. Andrews-based club, as this partnership evidences.

A GOD55 spokesperson said: “We are delighted to partner with Birmingham City, a club with a rich history and a dedicated global fanbase. This collaboration reflects our commitment to connecting with football enthusiasts and delivering an enhanced entertainment experience.”

“Together, we aim to engage fans in innovative ways, celebrating the beautiful game while offering a world-class gaming platform for our users in Asia.”

GOD55, established in 2016, operates in Malaysia, Singapore, Thailand, Vietnam, Cambodia, and Brunei.

Both parties to the deal will be hoping to unlock mutual exposure and gains, while it represents another gambling link-up for the Blues. 

Earlier this month, the club announced a new multi-year partnership with the betting company Coral.

The Entain-owned company penned terms through to the end of the 2027/28 season, which will include pitchside branding, digital exposure as well as ‘engaging content and activation activities’ for fans as the club’s official betting partner in the UK.

Image credit: BCFC/X

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