Midnite has been named as the principal partner of English Championship soccer club, Sheffield United FC.
The UK-based gambling operator will have its logo on the front of the Blades’ playing shirts for the men’s and women’s teams, as well as adorning the club’s training kits.
The challenger brand will benefit from further signage and logo placement around Bramall Lane, Sheffield United’s home stadium, while fans have been advised to look out for specially created incentives.
One of these features will see two lucky season ticket holders drawn at random to experience the game with a VIP seat upgrade for every men’s home league fixture.
Further supporter opportunities will be scheduled throughout the upcoming season, as part of the initial one-year deal.
The official press release from the English second-tier club confirmed both parties would adhere to the Gambling Commission’s codes of practice, while the Blades’ head of commercial, Paul Fielder, commented:
“We’re pleased to welcome Midnite as our principal partner for the 2025-26 season. They’ve shown a clear commitment to working with the club and its supporters and we’ve been impressed by their thoughtful and collaborative approach.
“We look forward to developing the partnership over the season and providing Blades fans with some memorable moments along the way.”
#SUFC can confirm that Midnite will be the front-of-shirt sponsor for the Blades' 2025/26 season 🤝
— Sheffield United (@SheffieldUnited) June 30, 2025
Further exposure to grow the challenger brand in the UK
Jonathan Shaw, vice president of growth at Midnite, commented: “It’s a privilege for Midnite to become the principal partner of Sheffield United for the coming season. The club has a proud history and a strong connection with its supporters, and we’re committed to helping make this a memorable season for Blades fans.
“This partnership continues our efforts to grow Midnite as a challenger brand in the UK market, as we look to build our presence and offer a genuine alternative to the established tier-one operators.
“We’re looking forward to working with the club and its supporters throughout the season.”
This latest deal further reflects the brand exposure campaign that Midnite has embarked on, and another collaboration in sports.
Earlier this year, the betting platform was the official sponsor of the World Snooker Championship, and it is currently a sponsor of UK channel 5’s coverage of the FIFA Club World Cup.
In another agreement that closely resembles the link-up with Sheffield United, Midnite also agreed a partner deal with fellow Championship club, Southampton FC.
Image credit: SUFC
