The EFL Championship club, Sheffield United FC have inked a agreement with Midnite, one of the UK’s fastest-growing online sportsbooks.
With this deal, the brand became the club’s principal partner for the 2025-26 season.
The Midnite logo will appear on the front of Blades shirts for the men’s and women’s adult first teams, training kits, and adult replica shirts. It will also be shown at Bramall Lane, on home match team sheets, in the matchday programme, and on the club’s social media pages.
The alliance also introduces Midnite Premium Seat Upgrade. Two lucky season ticket holders will be picked at random before each men’s home league game and treated to a premium match experience in the legendary Tony Currie Suite.
Midnite and Sheffield United will also work together to bring Blades supporters closer to the club through a variety of one-of-a-kind experiences and chances all through the season.
Jonathan Shaw, VP of Growth at Midnite, said, “It’s a privilege for Midnite to become 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.”
Paul Fielder, Head of Commercial for Sheffield United FC, said, “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.”
Midnite served as the official betting partner for the 2025 World Snooker Championship, which took place earlier this year at the Crucible in Sheffield. In recent time, the firm also developed association with Southampton FC, ahead of the upcming season.
