Following two successful seasons together, Blues and 888sport will continue to build on the partnership for a third successive season.

The front of the playing and replica adult home and away shirts next season will again adorn one of the UK betting industry’s major brands in 888sport.

With various engaging and rewarding activation campaigns planned for the upcoming season, supporters are set to benefit once again as 888sport look to give back to the fans and further establish themselves as more than just a logo on the shirt.

Initiatives to give back to the fans this year included the Fan 888 competition, giving fans the amazing opportunity to lead the First Team out of the tunnel whilst presenting the matchball and featuring on the squad list in the Blues News programme. The package has also been enhanced this year to include four hospitality tickets in the Legends’ Lounge.

Various Blues prizes such as match and hospitality tickets along with signed merchandise have also been given away throughout the season.

Blues Head of Commercial, Ian Dutton, said: “To have our Principal Partner’s 888sport back at the Club for a third successive season gives myself and the team great pride to be working with such a fantastic brand once again.

“We are very grateful for their continued support. Fans can look forward to another season full of exciting initiatives and once-in-a-lifetime experiences courtesy of 888sport.”

Guy Cohen, Senior Vice President, Head of B2C at 888 Holdings, added: “We are absolutely delighted to be continuing our relationship with Birmingham City Football Club for a third successive year.

“Being in partnership with a club renowned for its dedicated and passionate support gives us the opportunity to engage with real football fans, and it is our aim to keep them at the heart of all our activity.

“Last year, we put on free away coaches and gave hundreds of fans the chance to experience the St Andrew’s atmosphere through ticket giveaways and our popular Fan888 competitions. Next year, we’re focused on bringing Bluenoses even closer to the club with a truly ‘fan-first’ approach. Keep Right On!”