UK-facing challenger casino and sportsbook Midnite has secured a three-year sports betting partnership with the National Football League (NFL) covering the UK and Ireland. Jonathan Shaw, Vice President of Growth at Midnite, announced the agreement, which runs until the end of the 2028-29 season.
Partnership scope and broadcast activation
Under the multi-year agreement, Midnite will serve as an official sports betting partner of the NFL in the UK and Ireland until the conclusion of the 2028-29 season. The collaboration grants the operator the ability to build interactive, NFL-themed free-to-play games for its sportsbook platform.
A core component of the partnership involves broadcast integration, with Midnite securing 9pm and late-night sponsorship idents on Sky Sports, the NFL’s primary UK broadcast partner. These idents will span regular match coverage, applicable play-off fixtures, and the Super Bowl. Furthermore, the arrangement encompasses the annual NFL London games taking place this month, alongside any future NFL Dublin games should they return over the next three years. Midnite will also execute a season-long branded content program, featuring six partnership posts per season across owned NFL media, including three collaborative posts.
Executive commentary
Commenting on the multi-year agreement, Jonathan Shaw, Vice President of Growth at Midnite, stated:
“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.”
Shaw added:
“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.”
Concluding his remarks, Shaw noted:
“We’re looking forward to creating experiences that give NFL fans more ways to engage with the sport and with Midnite.”
