Key points:
- Midnite becomes Sheffield United's principal partner and front-of-shirt sponsor
- The deal runs through the 2025-26 season and includes the men's and women's teams
Midnite has been announced as Sheffield United's principal partner for the upcoming 2025-26 season.
The partnership establishes Midnite as the front-of-shirt sponsor for both the men's and women's adult first teams.
Under the agreement, Midnite's branding will appear on Sheffield United's training kits and adult replica shirts, with additional visibility around Bramall Lane stadium, home match team sheets, matchday programmes and across the club's social media channels.
Additionally, Midnite and Sheffield United plan to collaborate on various fan engagement activities throughout the season.
Commenting on the development, Jonathan Shaw, Vice President of Growth at Midnite, stated: “It’s a privilege for Midnite to become the 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.”
Good to know: The partnership also introduces the Midnite Premium Seat Upgrade initiative, which will randomly select two season ticket holders before each men's home league match to enjoy a premium experience in the Tony Currie Suite
Paul Fielder, Head of Commercial for Sheffield United, added: “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.”
The partnership comes shortly after Midnite’s first club sponsorship deal with Southampton FC as their official training kit partner.
