Southampton Football Club has officially announced a partnership with UK online betting operator Midnite for the 2025/26 season, where Midnite will serve as the official training kit partner of the club. This marks Midnite's first sponsorship deal with a football club and is a key step in their strategy to expand their brand influence.
Under the agreement, the Midnite brand will appear on the training kits of Southampton's men's and women's first teams and will be displayed on the back of the men's team jerseys and shorts. Additionally, the brand will be prominently featured at St. Mary's Stadium, including in multiple areas such as the players' lounge.
Founded in 2018 and holding a UK gambling license, Midnite has been active in brand building in recent years. Besides the partnership with Southampton, in June, they participated as an official partner in the broadcast of the inaugural FIFA Club World Cup by Channel 5 and secured a sponsorship deal with the 2025 World Snooker Championship. Earlier this year, Midnite also launched its first national TV advertising campaign.
Midnite's brand marketing is led by former Flutter and Sky Bet executive Andrew Mook, who is currently increasing the brand's presence in the UK market. Midnite's Vice President, Jonathan Shaw, stated, "This is our first collaboration with a football club and another significant milestone in enhancing our brand recognition. Southampton, with its rich history and loyal fan base, is an ideal partner for us as we step onto a broader stage."
Greg Baker, Chief Revenue Officer of Southampton Club, also expressed his welcome: "We are delighted to have Midnite join our partnership lineup. As an emerging challenger brand, Midnite is redefining industry standards, and we look forward to embarking on this collaborative journey with them."
In addition to brand exposure, the two parties also plan to jointly launch fan engagement projects throughout the season and support various community welfare activities of the club's official charity, the Saints Foundation.
With the ongoing popularity of major summer football events, Midnite's move further solidifies its active layout in the UK's sports and betting crossover market.
