UK sportsbook and casino operator Midnite has signed a media partnership with Sky Media as part of its broader strategy to build brand awareness across mainstream platforms.
The partnership will see Midnite featured regularly on Sky Sports Racing, with on-air betting updates presented by broadcaster Tom Lee. These segments will provide viewers with information on market movements and odds ahead of major races. The first slot is scheduled to air today, April 10.
Additionally, Midnite will become a channel sponsor for Sky Sports News during the late-night broadcasting window from 11pm to 5am, starting in May. As part of this sponsorship, the operator’s branding will appear at the start of programming and during ad breaks.
The collaboration follows a series of recent brand-building initiatives by Midnite, which launched its first television advertising campaign last month and was named as an official partner of the 2025 World Snooker Championships.
Founded in 2018, Midnite continues to position itself as a challenger brand in the competitive UK iGaming landscape by targeting new audiences through high-profile media partnerships and event sponsorships.
Co-founder Wright said: “We’re building a new breed of betting app, one that’s simpler, faster and unlocks more ways to play.
“Partnering with Sky Media is another major step forward in building the Midnite brand. Appearing regularly on Sky Sports Racing and becoming a channel sponsor on Sky Sports News puts us right in front of a passionate and engaged sports audience.
“This is all part of our mission to grow awareness and trust in Midnite through high-impact, premium channels. We’re just getting started and there’s plenty more to come.”
