Midnite has penned a sponsorship deal with Championship side Southampton to become the club’s training kit, back-of-shirt and shorts partner for the 2025-26 season.
The UK challenger brand has teamed up with the South Coast side on a one-year deal, marking its first-ever football club sponsorship.
The deal will see Midnite afforded premium branding space on both the men’s and women’s training kits, with Midnite also featuring on the men’s back-of-shirt and shorts.
The privately owned firm will also be afforded branding opportunities throughout St Mary’s Stadium, including in the dugout.
The partnership follows on from Midnite’s recent marketing efforts, which included sponsoring Channel 5’s coverage of the FIFA Club World Cup and the 2025 World Snooker Championship.
Under the remit of the deal, Midnite and the Saints will collaborate throughout the season to work on fan activations, as well as working together to support the club’s charity arm, Saints Foundation.
Midnite will replace local business Draper Tools as the club’s training kit partner.
Southampton were relegated from the Premier League at the end of the 2024-25 season, returning to English football’s second tier after just one season.
The club secured a front-of-shirt deal with crypto-centric operator Rollbit at the start of last season.
Jonathan Shaw, Midnite vice-president of growth, 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.”
Greg Baker, Southampton chief revenue officer, added: “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.”
The post Midnite nets first-ever football club sponsorship with Southampton first appeared on EGR Intel.
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The post Midnite nets first-ever football club sponsorship with Southampton first appeared on EGR Intel.