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Midnite strikes historic partnership deal with Southampton FC

Jillian Dingwall

Southampton FC has announced a fresh partnership with UK betting brand Midnite, marking the operator’s first foray into football sponsorship. Under the deal, Midnite will take the role of official training kit sponsor for the 2025/26 season, a big moment for both sides as they look to make their mark with a shared challenger spirit.

The agreement arrives off the back of a busy period for Midnite, which recently wrapped up a $10 million Series B funding round. This brings its total funding to over $35 million, a strong showing for a company that only launched in 2018. Founded by Nick Wright and Daniel Qu, the London-based firm has been carving out a name for itself in the UK gambling scene, positioning itself as a modern, disruptive force with tech and esports roots.

A meeting of minds

Both club and sponsor have stressed that this isn’t just another logo placement. Instead, the partnership is built around aligned values, with each organisation looking to challenge the status quo in their own space.

“We’re delighted to welcome Midnite as our latest club partner,” said Greg Baker, Chief Revenue Officer at Southampton. “Midnite is disrupting its sector and developing a dynamic challenger brand.”

The deal also says a lot about how Southampton picks its partners; it’s not just about who puts the most money on the table, but about teaming up with brands that share the club’s way of thinking and ambition for the future.

Jonathan Shaw, Vice President of Growth at Midnite, echoed the sentiment. “We’re excited to partner with Southampton for our first-ever football club sponsorship,” he said. “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.”

Gaining ground through sport and screen

The Saints tie-up follows a string of eye-catching moves by Midnite as it builds its profile across UK sport and media. Earlier this year, the brand made its sports sponsorship debut at the 2025 World Snooker Championship. It’s also just been named as the main sponsor of Channel 5’s coverage of the FIFA Club World Cup, a deal that will see the Midnite name appear across live broadcasts and digital content.

These moves are all part of a bigger push supported by Midnite’s Series B backers, including Discerning Capital, The Raine Group, and Play Ventures. With that backing in place, the company is accelerating its efforts to stand out in a crowded market.

Focus on fans and local communities

Beyond the commercial side, both Southampton and Midnite are placing real emphasis on community engagement. A key part of the partnership will involve support for the Saints Foundation, the club’s charitable arm, which runs programmes to help people across the local area.

“As a fully licensed UK operator, we’re committed to ensuring our players enjoy a safe, responsible, and entertaining experience,” added Shaw. “We can’t wait to engage with Southampton fans and contribute to what promises to be an exciting and successful season ahead.”

Midnite’s branding will be featured across both the men’s and women’s training kits, along with prominent placement around St Mary’s Stadium, including the dugout areas. The move reflects a wider trend in football sponsorship, where clubs and brands are working more closely together across multiple touchpoints, rather than relying on the front of the shirt alone.

With the 2025/26 season approaching, this deal feels like more than just a logo swap. It’s a collaboration between two ambitious organisations who see value in doing things differently, together.

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