Midnite has announced a sponsorship agreement with football podcast The Good, The Bad & The Football ahead of the World Cup.
Under the deal, Midnite branding will appear throughout episodes of the show during the tournament. The podcast features former Manchester United and England midfielders Paul Scholes and Nicky Butt alongside presenter and comedian Paddy McGuinness.
Launched in September 2025, The Good, The Bad & The Football has grown its audience to more than 169,000 YouTube subscribers and is also available on Spotify, Apple Podcasts and other streaming platforms.
The agreement is Midnite’s second podcast sponsorship, following its partnership with boxing show Fight Your Corner, hosted by former world champion Tony Bellew and content creator Charlie Parsons.
The sponsorship forms part of the operator’s wider marketing activity. Earlier this month, Midnite was announced as the front-of-shirt sponsor of Wolverhampton Wanderers, while in April it launched its first out-of-home advertising campaign under the “Built Different” branding.
Andrew Mook, Midnite’s Head of Brand Marketing, said: “This partnership is another step in our mission to build a sports betting brand that’s genuinely Built Different.
“We’re investing in partnerships that football fans actually care about, launching standout campaigns or working with creators and personalities who have real credibility with supporters.
“As Midnite continues to grow, we’re focused on showing up in the places where fans spend their time and engage with the sport they love. The World Cup is set to be one of the biggest sporting moments of the year and we’re excited to be part of the conversation alongside one of football’s most popular shows.”
