Midnite Signs as Sheffield United’s Main Sponsor for 2025–26 Season

Under the new deal, Midnite’s logo will feature prominently on all adult first-team shirts, including training gear and replica kits. The branding will extend across multiple club touchpoints, including the Bramall Lane stadium, matchday programmes, and Sheffield United’s official social media channels.

The partnership positions Midnite at the heart of the club’s matchday experience, both physically and digitally. It’s one of the most high-profile sponsorships secured by the London-based sportsbook since its entry into the UK market.

As part of the agreement, Midnite will launch a “Premium Seat Upgrade” initiative aimed at engaging season ticket holders. For every men’s home league game, two fans will be randomly selected to receive an upgraded experience in the club’s Tony Currie Suite—one of the most exclusive areas in the stadium.

Midnite and the club have also committed to co-creating fan engagement campaigns throughout the season. These are expected to include behind-the-scenes access and exclusive experiences designed to deepen the connection between supporters and the club.

The move follows Midnite’s earlier presence in Sheffield as the official betting partner of the 2025 World Snooker Championship. The new partnership with Sheffield United is part of a wider strategy to raise the brand’s profile among mainstream sports audiences in the UK.

“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,” said Jonathan Shaw, Vice President of Growth at Midnite.

“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,” he added.

From the club’s perspective, the decision to work with Midnite was influenced by the brand’s collaborative approach and commitment to engaging the fanbase.

“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,” said Paul Fielder, Head of Commercial for Sheffield United Football Club.

“We look forward to developing the partnership over the season and providing Blades fans with some memorable moments along the way.”

Midnite and Sheffield United’s partnership will operate in accordance with the Gambling Commission’s codes of practice.