Midnite has secured a front-of-shirt sponsorship deal with Championship side Sheffield United for the upcoming 2025-26 season.
The UK challenger brand will become the Blades’ principal partner on a one-year deal, with the agreement marking the first time Midnite will serve as a front-of-shirt sponsor.
Earlier this month, the bookmaker signed a deal with fellow Championship side Southampton to become the club’s training kit and back-of-shorts partner.
As part of the Sheffield United tie-up, Midnite’s logo will feature on the front of the men’s and women’s first-team kits, as well as training gear.
Midnite branding will also be displayed around Bramall Lane, on home match team sheets, the matchday programme and across the club’s social media channels.
As part of Midnite’s activation for the deal, the operator has announced Midnite Premium Seat Upgrade.
The experience involves two Sheffield United season ticket holders chosen at random before each home game to watch the action from the Tony Currie Suite in corporate hospitality.
Midnite noted that a host of other activations plans are in the pipeline for the upcoming season.
The privately owned operator replaces cryptocurrency Maneki as the team’s principal partner.
Sheffield United also has a commercial relationship with spread betting and fixed-odds bookmaker Spreadex, with the pair having worked together since August 2024.
Jonathan Shaw, Midnite vice-president of growth, said: “It’s a privilege for Midnite to become 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.”
Paul Fielder, Sheffield United’s head of commercial, added: “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.”
Midnite’s marketing activities have ramped up in recent months, with the business having sponsored this year’s World Snooker Championships and Channel 5’s coverage of the FIFA Club World Cup.
In April, the founder-led operator secured $10m in a Series B round, taking its total funding to date to $35m.
The post Midnite inks Sheffield United front-of-shirt sponsorship first appeared on EGR Intel.
Operator continues strong marketing push after penning one-year deal to become the Yorkshire club’s principal partner
The post Midnite inks Sheffield United front-of-shirt sponsorship first appeared on EGR Intel.