Midnite, a rapidly growing UK-based online sportsbook, has been announced as the principal partner of Sheffield United for the 2025-26 football season. The agreement will see Midnite’s branding featured prominently on the front of the club’s men’s and women’s first team shirts, training kits, and adult replica shirts. In addition, the brand will receive extensive visibility throughout Bramall Lane, on match team sheets, in the matchday programme, and across Sheffield United’s digital platforms.
As part of the collaboration, Midnite is introducing the Midnite Premium Seat Upgrade initiative, which will give two season ticket holders the opportunity to be selected at random before each men’s home league fixture to enjoy a hospitality experience in the Tony Currie Suite.
The partnership also includes plans to deliver a range of fan-focused activations aimed at offering supporters closer engagement with the club through special moments and exclusive experiences over the course of the season.
Earlier this year, Midnite served as the official betting partner for the 2025 World Snooker Championship, hosted at the Crucible Theatre in Sheffield.
The partnership between Midnite and Sheffield United will be conducted in line with the Gambling Commission’s regulatory codes of practice, reinforcing a commitment to responsible marketing and player protection within the igaming sector.
Jonathan Shaw, Vice President of Growth at Midnite, said: “It’s a privilege for Midnite to become principal partner of Sheffield United for the coming season. The club has a proud history and a strong connection with its supporters and we’re committed to helping make this a memorable season for Blades fans.
“This partnership continues our efforts to grow Midnite as a challenger brand in the UK market, as we look to build our presence and offer a genuine alternative to the established tier-one operators. We’re looking forward to working with the club and its supporters throughout the season.”
Paul Fielder Head of Commercial for Sheffield United Football Club said: “We’re pleased to welcome Midnite as our principal partner for the 2025-26 season. They’ve shown a clear commitment to working with the club and its supporters and we’ve been impressed by their thoughtful and collaborative approach.
“We look forward to developing the partnership over the season and providing Blades fans with some memorable moments along the way.”
