Midnite has expanded its EFL Championship footprint, announcing a new principal partnership with Middlesbrough FC alongside the renewal of its front-of-shirt deal with Sheffield United FC.
The deal will see the UK bookmaker be Middlesbrough’s front-of-shirt sponsor during the club’s historic 150th season. As part of this partnership, Midnite will look to give something back with a fan-led initiative called “This Season’s On Us”.
The initiative will involve Midnite giving Middlesbrough fans the opportunity to win a range of prizes, including a Men’s or Women’s team season ticket, home and away shirts for the 2026/27 campaign, hospitality tickets or a £25 club shop voucher, in return for showcasing their club knowledge and football skills.
On a first-come-first-served basis, Middlesbrough supporters will undertake a trivia and football challenge and participants will then be in with a shot of winning the prizes should they succeed, courtesy of Midnite.
Backing the Blades again
Separately, following the success of last season’s partnership, Midnite will remain principal partner of Sheffield United for a second consecutive year during the 2026/27 campaign, which also includes front-of-shirt sponsorship.
Since becoming front-of-shirt sponsors for Sheffield United, Midnite has continually supported Blades fans through a series of fan-first and community-focused initiatives.
Last season, Midnite’s campaigns included commissioning a large mural just opposite Bramall Lane, celebrating manager and Sheffield United legend Chris Wilder, providing free haircuts to supporters, donating hundreds of chip butties to local homeless charities and food banks in Sheffield, and funding luxury away travel for fans.
During last season, Sheffield United took a two-goal home lead on seven occasions, which has inspired a new Midnite campaign called 2UP, designed to increase the chances of a Sheffield United fan taking home a prize.
If Sheffield United go two goals up in a home league match, one lucky fan will win the 2UP prize pot. The Sheffield United 2UP prize fund will start at £10,000 when the season begins in August, with £1,000 being added to the total for every home league fixture.
Last month, Midnite was also announced as front-of-shirt sponsors of fellow Championship club Wolverhampton Wanderers.
The 2UP campaign will run across all of Midnite-sponsored Championship clubs.
Andrew Mook, Midnite’s Head of Brand Marketing, said: “The Championship is one of the most viewed football leagues in the world, with some iconic and historical names from English football competing in it. We are looking forward to being a part of the action by partnering with two of the league’s biggest clubs in what should be another thrilling season.”
“Middlesbrough are a club with a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.”
“We are also delighted to be Sheffield United’s principal partner for a second consecutive season after a really exciting first year. We’ll be looking to create even more memorable fan experiences in the upcoming season.”
Midnite has been making a name for itself in UK sport in recent times. Last December, the World Snooker Tour confirmed the renewal of Midnite’s sponsorship of the World Snooker Championship, while also confirming Midnite would be UK betting and casino partner for the 2026 Johnstone’s Paint Masters.
Midnite is also a sponsor of the podcast series The Good, The Bad and the Football, hosted by Manchester United legends Paul Scholes and Nicky Butt, as well as comedian Paddy McGuinness.
The presence of Midnite has also been felt by football fans during the FIFA men’s World Cup, bringing its signature branding to BOXPARK venues in the UK, including Shoreditch, Wembley, Boxhall, Camden and Liverpool. Midnite has turned BOXPARK venues neon-green, putting Midnite front and centre at the busiest matchzones in the country.
