Southampton FC has entered a new commercial partnership with UK-based sports betting and online casino operator Midnite, which will see the brand as the club’s official training kit partner for the 2025/26 season.
As part of the Southampton agreement, Midnite’s logo will feature prominently on the training kits for both the Men’s and Women’s First Teams.
Additionally, branding will appear on the back of the Men’s First Team shirts and shorts, along with placements around St Mary’s Stadium, including in the team dugouts.
In addition to the brand aspect of the deal, Southampton FC and Midnite have also confirmed that the brands will work together on a range of fan engagement initiatives throughout the 2025/2026 season.
Some of the most notable include joint efforts to support the Saints Foundation, Southampton FC’s official charity, which is known for helping to improve community ties and boost the overall fan experience.
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.
Jonathan Shaw, VP of Growth at Midnite, said:
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.
This milestone marks the first-ever sponsorship deal of Midnite with a football club, a development that builds on a growing list of marketing moves aimed at boosting the operator’s visibility.
Earlier this month, Midnite was revealed as the official sponsor of the broadcast coverage of Channel 5 and the first-ever FIFA Club World Cup, with its company branding appearing throughout 23 televised matches.
Prior to this, the operator has recently launched its debut national TV campaign and secured a deal with the 2025 World Snooker Championship.
