Key points:
- Midnite becomes official training kit partner of Southampton FC for the 2025/26 season
- Partnership follows Midnite’s sponsorship of Channel 5’s FIFA Club World Cup coverage
- Branding to appear on Men’s and Women’s First Team training kits, as well as stadium assets
Southampton FC has announced a new commercial partnership with UK-based sports betting and online casino operator Midnite, which will see the company serve as the club’s official training kit partner throughout the 2025/26 season.
The agreement marks Midnite’s first sponsorship deal with a football club and is the latest in a series of marketing initiatives by the operator.
In June, Midnite was confirmed as the official sponsor of Channel 5’s coverage of the inaugural FIFA Club World Cup, where its branding featured across 23 televised matches.
The company has also partnered with the 2025 World Snooker Championship and launched its first national TV campaign earlier this year.
Under the Southampton agreement, Midnite branding will appear on the training kits for both the Men’s and Women’s First Teams.
The company’s logo will also be displayed on the back of the Men’s First Team shirt and shorts, as well as across St Mary’s Stadium, including dugout placements.
Good to know: Founded in 2018, Midnite holds a UK licence and has recently expanded its marketing efforts under Head of Brand Marketing Andrew Mook, formerly of Flutter and Sky Bet
In addition to visibility assets, the club and Midnite have said they will collaborate on fan engagement activities throughout the season, including initiatives to support Saints Foundation, the club’s official charity.
Greg Baker, Chief Revenue Officer at Southampton FC, commented: “We’re delighted to welcome Midnite as our latest club partner. Midnite is disrupting its sector and developing a dynamic challenger brand.”
Midnite’s VP of Growth, Jonathan Shaw, added: “We’re excited to partner with Southampton for our first-ever football club sponsorship… this high-profile partnership marks the latest step in our brand awareness journey as we continue to grow.”
The partnership adds to Midnite’s ongoing efforts to build its presence in the UK betting market, following its appearance on digital and broadcast platforms throughout the summer football calendar.
