Key points:
- Midnite is set to sponsor Channel 5’s coverage of the FIFA Club World Cup, including 23 live matches
- The partnership aims to boost Midnite’s UK brand presence during the high-profile international football tournament
Midnite has been announced as the official sponsor of Channel 5’s coverage of the FIFA Club World Cup, aiming to bolster the company’s growing presence in the sports betting space.
The partnership will see Midnite’s branding featured across 5’s live match broadcasts, the daily analysis show ‘The Press’ and on digital platforms including YouTube highlights.
Hosted in the US from 14 June - 13 July, the inaugural tournament brings together 32 elite clubs from around the globe, including Chelsea, Manchester City, Real Madrid, Bayern Munich, Inter Miami and Boca Juniors.
Channel 5 will broadcast 23 of the 63 matches, including 15 group stage games, four round-of-16 matches, two quarter-finals, one semi-final and the final.
Good to know: Midnite’s sponsorship aligns with its recent marketing surge, which includes backing the 2025 World Snooker Tour and launching its first national TV ad campaign
The initiative is also a milestone for newly appointed Head of Brand Marketing Andrew Mook, who joined from Sky Bet and Flutter earlier this year.
Commenting on the sponsorship, Mook said: “We’re thrilled to sponsor 5’s coverage of the FIFA Club World Cup and to bring fans even closer to the biggest football event of the summer.
“At Midnite, we’re all about connecting our players with the games they love and this high-profile sponsorship is a perfect way to showcase what we do best. It’s another important step in our brand exposure strategy, with plenty more exciting activities on the horizon.
“Midnite is being crafted to give sports fans the best possible betting experience, and supporting 5’s broadcast of the FIFA Club World Cup is another step in that journey."
