London-based eSports betting operator Midnite has secured a partnership with English Football League (EFL) club Sheffield United.
The deal will see the operator’s logo appear on the front of the men’s and women’s adult first team shirts, training kits and adult replica shirts for the 2025-26 season.
Midnite’s logo will also be displayed around Sheffield United’s stadium, Bramall Lane, on home match team sheets, the matchday programme and across the club’s social media channels.
The pair will also collaborate on a series of fan opportunities throughout the season to elevate the fan experience.
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, commented: “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.”