Midnite has become the NFL's official sports betting partner in the UK and Ireland on a deal until the end of the 2028/29 season. The partnership will run until March 2029 and gives the operator a range of marketing rights across the NFL, including broadcast sponsorship, branded content and fan engagement opportunities.
Sky Sports coverage and Super Bowl sponsorship
Midnite will feature on Sky Sports' coverage of the NFL, with sponsorship idents for its sportsbook and UK online casino during 9pm and late-night broadcasts, including playoff games and the Super Bowl. The agreement also covers the NFL London Games and a potential return of the Dublin fixture, although a game in Ireland will not take place this season.
Fan engagement and branded content
As part of the deal, Midnite will develop NFL-themed free-to-play games for its sportsbook, giving fans additional ways to engage with the competition. The operator will also work with NFL UK and Ireland on a season-long branded content programme, including partnership posts across the league's owned media channels, three of which will be collaborative posts.
Growth through major partnerships
Jonathan Shaw, Midnite's vice president of growth, said the partnership would help the company build its presence around the NFL through broadcast, content and live fan experiences. He shared: "The NFL has built an incredible following across the UK and Ireland, and this partnership gives us the opportunity to bring Midnite and the NFL together across a huge range of touchpoints. Becoming an official sports betting partner gives us the platform to build our presence around the NFL through broadcast, content, free-to-play and live fan experiences, while the exclusive sportsbook rights provide a strong foundation for how we activate the partnership over the coming seasons. We're looking forward to creating experiences that give NFL fans more ways to engage with the sport and with Midnite."
The agreement represents another step in Midnite's efforts to grow its presence in the UK betting market through partnerships with major sporting organisations, having already secured sponsorship deals with Wolverhampton Wanderers and Sheffield United.
