Midnite has been named the sponsor of football podcast The Good, The Bad &The Football for the World Cup, the latest in a series of marketing agreements the UK challenger brand has penned in recent weeks.
The deal will see Midnite branding throughout episodes of World Cup editions of the podcast that features ex-Manchester United duo Paul Scholes and Nicky Butt, with comedian Paddy McGuinness as the presenter.
The first sponsored episode was released on Monday, 15 June, with former Arsenal and France midfielder Emmanuel Petit as a guest. Midnite is visible via a sign in front of a table and in the top left-hand corner, interchanging with the show’s logo.
The pod is available across all major podcast platforms and boasts over 169,000 subscribers on YouTube.
Commenting on the deal, Andrew Mook, Midnite head of brand marketing, said: “This partnership is another step in our mission to build a sports betting brand that’s genuinely built different.
“We’re investing in partnerships that football fans actually care about, launching standout campaigns or working with creators and personalities who have real credibility with supporters.
“As Midnite continues to grow, we’re focused on showing up in the places where fans spend their time and engage with the sport they love.
“The World Cup is set to be one of the biggest sporting moments of the year and we’re excited to be part of the conversation alongside one of football’s most popular shows.”
The deal follows Midnite’s sponsorship of boxing podcast Fight Your Corner, hosted by ex-cruiserweight world champion Tony Bellow and content creator Charlie Parsons.
The UK sportsbook and casino operator also penned a front-of-shirt sponsorship deal with newly relegated Championship outfit Wolves.
It follows on from a similar deal with Sheffield United in 2024/25 as well as a training kit agreement with Southampton last season.
In April, Midnite launched its UK-wide marketing campaign ‘Built Different‘ across TV, social media and radio, a year on from its first TV ad campaign.
EGR spoke to head of sportsbook Ben Cullen in February about how the challenger brand does things “differently across the board”.
Midnite was established in 2018 by co-founders Nick Wright and Daniel Qu and is built on proprietary tech.
In other sponsorship news, bet365 has penned a deal to be the official World Cup betting partner for UK radio station, talkSPORT. As part of the agreement, the operator sponsored the inaugural talkSPORT Padel World Cup in London.
The post Midnite continues marketing push by sponsoring ex-Man United duo’s podcast first appeared on EGR Intel.
Challenger brand pens deal with Paul Scholes’ and Nicky Butt’s ‘The Good, The Bad & The Football’ to partner with show during World Cup
The post Midnite continues marketing push by sponsoring ex-Man United duo’s podcast first appeared on EGR Intel.