UK-based igaming operator Midnite has signed on as the official sponsor for 5’s coverage of the 2025 FIFA Club World Cup, marking another step in its growing portfolio of sports-related marketing partnerships.
The deal will see Midnite’s branding featured across 5’s live broadcasts and highlight shows during the month-long tournament, which takes place in the United States from 14 June to 13 July. Coverage includes 23 matches aired across the 5 linear channel, its streaming service, and digital platforms including YouTube and social media.
As part of the broadcast schedule, 5 will show 15 group stage games, four round-of-16 matches, two quarter-finals, a semi-final and the final. The tournament features 32 teams from 20 countries, with clubs such as Chelsea, Manchester City, Real Madrid, Bayern Munich, Paris Saint-Germain and Inter Miami participating.
The partnership forms part of Midnite’s broader marketing strategy, which in recent months has included sponsorship of the 2025 World Snooker Championship and the launch of its first television advertising campaign.
Midnite’s sportsbook platform, launched in 2018 by co-founders Nick Wright and Daniel Qu, continues to expand its presence in the UK igaming market. The company is known for developing a next-generation betting product, following the founders’ earlier work on fantasy sports platform Dribble.
Paramount International Ad Sales is managing brand integrations and sponsorships for 5’s FIFA Club World Cup coverage as part of its in-house commercial operations.
Midnite last month named former Sky Bet strategist Andrew Mook as Head Of Brand Marketing.
He said: “We’re thrilled to sponsor 5’s coverage of the FIFA Club World Cup and to bring fans even closer to the biggest football event of the summer. At Midnite, we’re all about connecting our players with the games they love and this high-profile sponsorship is a perfect way to showcase what we do best. It’s another important step in our brand exposure strategy, with plenty more exciting activities on the horizon.
“Midnite is being crafted to give sports fans the best possible betting experience, and supporting 5’s broadcast of the FIFA Club World Cup is another step in that journey. With world-class clubs on display, it’s a fantastic opportunity to celebrate the global passion for football and our dedication to innovation in the gaming space.”
Lee Sears, President International Advertising and Brand Studios, Paramount Global said: “We’re proud to bring free-to-air coverage of the FIFA Club World Cup to viewers across the UK, as we grow 5’s line-up of live sport. The tournament is set to be one of the sporting events of the summer and with most matches airing in peak time and 32 of the world’s biggest clubs involved, our new partnership with Midnite provides a fantastic opportunity for the brand to reach football fans across 5’s platforms at scale.”
