Sheffield United announces Midnite as its main sponsor
Midnite, a UK-based betting brand, has secured a significant sportsbook partnership with Sheffield United as the club's main sponsor for the upcoming 2025-26 season. This deal, which includes Midnite becoming the principal partner with front-of-shirt branding for both the men's and women's first teams, extends to training kits, matchday programmes, Bramall Lane stadium advertising, and the club’s official social media channels.
This partnership marks a significant step forward for Midnite, positioning the sportsbook brand at the heart of Sheffield United’s matchday experience, both physically and digitally. A key collaborative initiative is the launch of the "Premium Seat Upgrade" program, where two season ticket holders per men's home league game will be randomly selected to enjoy enhanced experiences in the Tony Currie Suite, an exclusive stadium area.
In addition, Midnite and Sheffield United have committed to jointly creating fan engagement campaigns throughout the season. These will feature behind-the-scenes access, exclusive events, and other experiences designed to strengthen the bond between supporters and the club. The partnership will adhere strictly to the Gambling Commission’s codes of practice, ensuring responsible promotion.
Paul Fielder, Head of Commercial for Sheffield United Football Club, welcomed Midnite as the principal partner, expressing his delight at the collaboration. Midnite's Vice President of Growth, Jonathan Shaw, also expressed his excitement about the partnership, stating that it represents a strategic, fan-focused initiative that integrates sportsbook branding deeply into Sheffield United's community and matchday culture.
This partnership is not only a boost for Midnite's UK growth ambitions but also a testament to Sheffield United's commitment to providing memorable experiences for their fans. Midnite has already made a name for itself as the official betting partner of the 2025 World Snooker Championship held at the Crucible in Sheffield, further cementing its presence in the city.
With this partnership, fans can look forward to a season filled with unique moments and unprecedented opportunities, as Midnite and Sheffield United work together to bring the Blades community closer than ever before.
Midnite's vice president of growth, Jonathan Shaw, mentioned that the partnership with Sheffield United represents a strategic, fan-focused initiative, integrating sportsbook branding deeply into the club's football-centered community and matchday culture. During the upcoming 2025-26 season, Midnite and Sheffield United will collaborate on various fan engagement campaigns, featuring behind-the-scenes access, exclusive events, and other experiences designed around football.
