Midnite has agreed a deal to become the latest partner company of English Championship team, Southampton FC.
The UK-based upstart gambling brand, operated by Dribble Media, has penned a multi-year agreement with the Hampshire soccer club that will see their logo adorn all training and travelwear for the Men’s and Women’s first teams, with further brand placement on the back of the Men’s match shirt and shorts.
Midnite will also benefit from further branding exposure at Southampton’s home ground, St Mary’s Stadium.
First launched in 2018, the challenger betting and casino company is growing in prominence after it secured a $10 million Series B funding round in April this year, to fund growth in the United Kingdom.
The brand was an official sponsor of the 2025 World Snooker Championship, and it is currently a sponsor of UK channel 5’s coverage of the FIFA Club World Cup.
Welcoming Midnite as our newest partner 🤝
— Southampton FC (@SouthamptonFC) June 17, 2025
Latest step in the company’s brand awareness journey
Greg Baker, Chief Revenue Officer for Southampton Football Club, welcomed the new deal, stating: “We’re delighted to welcome Midnite as our latest club partner. Midnite is disrupting its sector and developing a dynamic challenger brand.
“As a club, we pride ourselves on our ability to challenge the status quo, and we see a clear alignment with Midnite’s innovative approach. We look forward to working with them throughout the 2025/26 season.”
Midnite Vice President of Growth Jonathan Shaw said, “We’re excited to partner with Southampton for our first-ever football club sponsorship. At Midnite, our mission is to bring our players closer to the games they love, and this high-profile partnership marks the latest step in our brand awareness journey as we continue to grow, with plenty more to come.
“As a fully licensed UK operator, we’re committed to ensuring our players enjoy a safe, responsible, and entertaining experience. We can’t wait to engage with Southampton fans and contribute to what promises to be an exciting and successful season ahead.”
As part of the new relationship, both entities will utilise each other’s platform for increased brand awareness and reach, with further incentives and activities planned for Southampton fans.
Midnite has also committed to supporting the Saints Foundation, the charity arm of the soccer club.
Image credit: Southampton FC
