UK sportsbook and casino operator Midnite organised complimentary coach travel for Southampton supporters making the 460-mile round trip to Sheffield United’s Bramall Lane. The initiative, branded as The Midnite Express, transported 100 fans to the EFL Championship fixture, which saw Southampton secure a 2-1 victory.
Midnite, which serves as Southampton’s official training kit partner and Sheffield United’s principal partner for the 2025/26 season, provided luxury coaches featuring entertainment such as DJ sets, quizzes and Q&A sessions. Former Southampton players Matt Le Tissier, James Beattie and Francis Benali also travelled with supporters.
The activation formed part of Midnite’s wider sponsorship activity with both clubs, aiming to engage directly with fans and alleviate some of the costs associated with away travel.
Le Tissier, who scored 100 goals in 270 top-flight appearances for Saints, said: “With the cost of living crisis that we’ve got going on in this country at the moment, with the train services, it’s really difficult for fans to get to and from these away games.
“And The Midnite Express initiative of putting coaches on for the fans to get up to Sheffield United was absolutely brilliant. We had a good laugh!”
Former England and Southampton striker, James Beattie, added: “It was great to be part of The Midnite Express and travel down with the Southampton fans. We had a very fun journey and the fans put in a proper shift for such a long journey.”
Andrew Mook, Head of Brand Marketing at Midnite, added: “Everbody hates a long commute, but we wanted to create something for Southampton fans with a sprinkle of Midnite magic.
“These fans are what makes football what it is, and we wanted to reward them with a day that they won’t soon forget by spending the journey with Saints legends and fellow fans. The feedback has been brilliant, and we’re pleased to have been able to ease the financial burden while bringing fans closer to the teams they love.
“The match marked a unique and special moment for Midnite as both of our sponsored clubs met for the first time. We’re already looking forward to the return fixture in January, when we’ll be running the Midnite Express, this time for Sheffield United fans.”
