Midnite expands Championship footprint with Middlesbrough and Sheffield United deals

Midnite has strengthened its investment in English football. The brand announced a new front-of-shirt sponsorship with Middlesbrough. It also extended its existing agreement with Sheffield United for the 2026/27 EFL Championship season.

The bookmaker will serve as principal partner for both clubs. This expands its presence in the Championship further as competition intensifies ahead of the new campaign.

The Middlesbrough agreement coincides with the club's 150th anniversary season. The Midnite branding will appear on the front of first-team shirts throughout the campaign.

Middlesbrough launch includes fan rewards

Alongside the commercial partnership, Midnite has unveiled a supporter initiative called This Season's On Us. It is designed to reward Middlesbrough fans throughout the season.

Supporters will be able to take part in football-themed trivia and skills challenges for the chance to win prizes including season tickets for the men's or women's team, 2026/27 home and away shirts, hospitality packages and £25 club shop vouchers.

Participation will be offered on a first-come, first-served basis. Successful entrants will eligible for the rewards.

Sheffield United partnership continues

Midnite has also renewed its principal partnership with Sheffield United too. Last season was the first time it was the club's front-of-shirt sponsor.

During the 2025/26 campaign, the operator launched several supporter-focused initiatives. These include:

• A mural celebrating manager Chris Wilder.
• Free haircuts for fans.
• Donations of chip butties to Sheffield food banks and homeless charities.
• Subsidised away travel.

The renewed agreement will also introduce the bookmaker's new 2UP campaign.

"We are also delighted to be Sheffield United's principal partner for a second consecutive season after a really exciting first year." — Andrew Mook, Head of Brand Marketing at Midnite

New 2UP promotion launches

The 2UP campaign allows supporters to win cash prizes during home league matches. If Sheffield United establish a two-goal lead at Bramall Lane, one supporter will be selected to win the 2UP prize fund.

The jackpot will begin at £10,000 at the start of the season. A further £1,000 will be added before every home Championship fixture until it is won.

Midnite confirmed the promotion will also operate across its other Championship club partnerships.

Growing football sponsorship portfolio

The latest announcements continue Midnite's rapid expansion across UK sport.

In addition to its agreements with Middlesbrough and Sheffield United, the operator recently secured a front-of-shirt sponsorship with Wolverhampton Wanderers. This follows the  Premier League's voluntary withdrawal of gambling sponsors from the front of match shirts from the 2026/27 season.

Outside of football, Midnite also extended its sponsorship of the World Snooker Championship. It will continue as the UK betting and casino partner for the 2026 edition of the Johnstone's Paint Masters.

"The Championship is one of the most viewed football leagues in the world, with some iconic and historical names from English football competing in it. We are looking forward to being a part of the action by partnering with two of the league's biggest clubs in what should be another thrilling season." - Andrew Mook, Head of Brand Marketing at Midnite