Midnite has been named as the official sports betting partner of the National Football League (NFL) in the UK and Ireland (UKI), as the challenger brand continues to invest in its marketing arsenal.
Midnite will replace Paddy Power as the American football league’s UKI sports betting partner. The Flutter-owned operator had penned a one-year deal to take on the sponsorship in September 2025.
The new multi-year partnership will run through to March 2029, granting Midnite NFL rights encompassing broadcast, content, free-to-play, live games and fan engagement.
The deal will also give Midnite access to NFL assets such as the NFL Shield and Super Bowl logo, available for use on the operator’s sportsbook platform.
Part of the agreement covers NFL games played in London, Super Bowl coverage and the NFL fixture in Dublin, should it be staged during the duration of the partnership.
Two further NFL games are set to be played in London this season after the Indianapolis Colts beat the Washington Commanders 30-13 at the Tottenham Hotspur Stadium earlier this month.
The Philadelphia Eagles take on the Jacksonville Jaguars at the same venue on 11 October, while the Houston Texans will play the Jacksonville Jaguars at Wembley Stadium on 18 October.
Midnite will also have sponsorship of Sky Sports’ NFL coverage throughout the season, including playoff and Super Bowl broadcasts.
The operator will be permitted to develop NFL-themed free-to-play games, in addition to physical fan engagement around the London and Dublin fixtures through programme advertising, jumbotron features, selected field-level inventory, tickets and experiences.
The deal also gives Midnite access to marketing assets for all 32 NFL franchises, “creating further opportunities for content and activation across the NFL season”.
A Midnite statement read: “The agreement represents a major milestone in Midnite’s wider growth strategy, strengthening its position in the UK and Ireland through an association with one of the world’s most recognisable sports properties.
“The breadth and multi-year nature of the rights package also reflects Midnite’s ambition to build a long-term presence around major sporting events, combining broadcast visibility with content, product-led experiences and direct fan engagement.”
Jonathan Shaw, vice-president of growth at Midnite, added: “The NFL has built an incredible following across the UK and Ireland, and this partnership gives us the opportunity to bring Midnite and the NFL together across a huge range of touchpoints.
“We’re looking forward to creating experiences that give NFL fans more ways to engage with the sport and with Midnite.”
The deal represents Midnite’s latest marketing push across multiple sports.
In addition to acting as betting and casino partner for World Snooker Tour’s 2026 Johnstone’s Paint Masters earlier this year, the operator secured a series of front-of-shirt sponsorships with EFL football teams including Middlesborough, Sheffield United and Wolves.
In January, the company secured $35m (£26m) worth of investment following the completion of a Series C funding round.
The post Midnite secures multi-year NFL partnership across UK and Ireland first appeared on EGR Intel.
Challenger brand lands official sports betting partnership through to 2029, with the deal including exclusive access to marketing assets and sponsorship across Sky Sports coverage
The post Midnite secures multi-year NFL partnership across UK and Ireland first appeared on EGR Intel.