Designer boutique Hannigans, which is run by Sky Blues fans Carl Haymes and Richard Emerson in Hales Street, is now stocking a range of items from kit to training-wear, and is also selling tickets for matches.
Carl Haymes said: "We have continued to trade extremely well despite the economy and that's because we have stayed true to offering great brands, great products and great service.
"Hopefully this tie-in with Coventry City Football Club will help to attract new customers who aren't really aware of us. It should be good news for both the club and Hannigans."
Coventry City ticketing manager Dan Walker added: "We want to make life as convenient as possible for our fans. We’ve got the superstore at the Ricoh Arena and increasingly supporters are using our website to make purchases.
"But we know from feedback that many fans still like to have somewhere in the city centre where they can buy CCFC merchandise and tickets.
"We met Carl and Richard from Hannigans and it quickly became apparent that we could support one another and it's great to be working with an independent, Coventry business in what we hope and believe will be a successful partnership."
Hannigans has had a presence in the city centre for 21 years.