Midnite lands NFL betting partnership in UK and Ireland
British sportsbook Midnite has secured a multi-year partnership with the National Football League, becoming an official sports betting partner of the league across the United Kingdom and Ireland.
The agreement, announced on October 8, gives Midnite extensive marketing and promotional rights around NFL broadcasts, live games and other league activities until at least March 21, 2029.
Under the agreement, Midnite can use official NFL branding, including the NFL Shield and Super Bowl logo, and develop approved co-branded promotions.
The sportsbook will also receive access to NFL events and opportunities to engage with fans attending games in Britain and Ireland.
The commercial arrangement comes as the NFL continues expanding its international audience, particularly through regular-season games staged outside the United States.
London has been hosting NFL games since 2007, while they also recently made their debut in Melbourne, Australia.
Sky Sports coverage included
A significant element of the agreement involves television advertising.
Midnite will receive sponsorship placements during NFL broadcasts on Sky Sports, including evening and late-night coverage throughout the season.
The arrangement also extends to applicable playoff and Super Bowl programming.
The operator will work with NFL UK and Ireland on a season-long content programme, including promotional material distributed through official NFL social media channels.
Midnite will also have opportunities to develop NFL-themed free-to-play games and activate its partnership at live events.
The agreement includes access to branding associated with all 32 NFL teams, subject to the conditions of the partnership.
Midnite vice president of growth Jonathan Shaw said the deal would give the bookmaker several ways to reach NFL followers.
“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,” Shaw said.
