The English football club, Southampton FC have announced a significant new multi-year partnership with Midnite, a rapidly expanding UK sports betting and online casino operator.
Starting with the 2025-26 season, Midnite has become the club’s official training kit partner, marking a historic first for the online brand in its football club sponsorships.
This collaboration signifies a major step for both organizations. Midnite’s distinctive branding will be prominently featured on the training kits for both the Men’s and Women’s First Teams. Additionally, the Midnite logo will grace the back of the Men’s First Team match shirts and shorts, further solidifying its presence. Beyond the kits, fans will see Midnite’s branding displayed throughout St Mary’s Stadium, including in the dugouts.
The partnership extends beyond mere branding, aiming to cultivate a deeper connection between the club and its dedicated fanbase. Southampton and Midnite are committed to jointly orchestrating a variety of supporter and community activities throughout the 2025-26 season, designed to actively engage the Saints faithful.
A cornerstone of this agreement is Midnite’s dedication to supporting the Saints Foundation, the club’s esteemed charity. Midnite will contribute to the Foundation’s fundraising endeavours and facilitate unique experiences for its participants, fostering life-changing opportunities within the city of Southampton.
Greg Baker, Chief Revenue Officer for Southampton Football Club, expressed enthusiasm for the new alliance and said, “We’re delighted to welcome Midnite as our latest club partner. Midnite is disrupting its sector and developing a dynamic challenger brand.
“As a club, we pride ourselves on our ability to challenge the status quo and we see a clear alignment with Midnite’s innovative approach. We look forward to working with them throughout the 2025/26 season.”
Midnite Vice President of Growth Jonathan Shaw added, “We’re excited to partner with Southampton for our first-ever football club sponsorship. At Midnite, our mission is to bring our players closer to the games they love, and this high-profile partnership marks the latest step in our brand awareness journey as we continue to grow, with plenty more to come.
“As a fully licensed UK operator, we’re committed to ensuring our players enjoy a safe, responsible, and entertaining experience. We can’t wait to engage with Southampton fans and contribute to what promises to be an exciting and successful season ahead.”
Founded in 2018 by Nick Wright and Daniel Qu, Midnite has quickly established itself as a disruptor within the betting industry. The company aims to challenge conventional market norms by delivering superior value to its clientele. This strategic alliance with Southampton FC is a crucial component of Midnite’s aggressive brand expansion strategy, building upon other high-profile marketing initiatives such as its sponsorship of the 2025 World Snooker Championship and coverage of the FIFA World Club Cup on 5.
This partnership is poised to leverage each other’s platforms for mutual growth, enhance brand visibility, and enrich the overall fan experience for Southampton supporters.
