Coral celebrates football’s real heroes

Created by Wonderhood Studios, the work features new brand ambassador Jimmy Bullard

By Creative Salon

03 August 2026

Coral unveils its latest campaign under the ‘We’re Here For It’ platform, celebrating the passion, rituals and unwavering loyalty of fans at the heart of football.

Created by Wonderhood Studios, the hero film centres on Coral's Reward Shaker (a free-to-play game that gives customers guaranteed daily rewards simply by shaking their phone), by putting it directly in the hands of football supporters.

The 60” TVC imagines a grand ceremonial hall where football's most loyal fans are recognised for their ‘services to football’. Blending the scale and spectacle of a state ceremony with the passion and chaos of the terraces, the film pays tribute to the rituals, quirks and characters that define football fandom.

Former footballer and new Coral ambassador Jimmy Bullard leads proceedings, rewarding supporters from across the game - from the avid fans abroad, the famous badge-in brigade, even tattooed loyalists - and packing the film with visual nods to football culture along the way. Building on the 'We're Here For It' platform, the campaign reinforces Coral's commitment to paying homage to fans, celebrating them regardless of how they watch or who they support.

The campaign was created by James Rafter, Myles Vincent, and Gavin Cumine, and directed by Rich Hall, through Riff Raff Films.

Chris Brocklehurst, Coral Brand Director said: “Whether you're an armchair expert or a die-hard supporter, our latest campaign holds up a mirror to the brilliant, diverse, and hilarious reality of football fandom. We wanted to celebrate fans who follow the beautiful game—and with Jimmy Bullard stepping in as our master of ceremonies to reward them, there's no better way to pay tribute to the fans, who make the game so special.”

James Rafter, Creative Director at Wonderhood Studios said: “Once again Coral celebrates the fans that make football what it is. This time we wanted to honour football’s most loyal and most devoted fans in a ceremony worthy of royalty.”

Myles Vincent, Creative Director at Wonderhood Studios added: “Smashing together pomp and grandeur with an away end was so much fun, and even having Jimmy Bullard as master of ceremony handing out rewards felt like a fitting tribute to fans across the UK.

The campaign begins with the start of the 2026-27 Scottish Professional Football League season, rolling out across linear TV, social and OOH.