Midnite — the UK sportsbook and casino — brought Sheffield United supporters closer to the club with a triple rollout of fan-first experiences. Across matchday travel, street art and a pop-up salon, Midnite delivered practical support, community investment and memorable moments for Blades fans.
The Midnite Express: luxury free coach travel to St Mary’s
Midnite relaunched The Midnite Express, providing free coach travel for 100+ Sheffield United fans to the Championship away game at Southampton. The 410-mile round trip included:
- Club legends on board: Michael Brown, Paddy Kenny and Rob Kozluk.
- On-coach entertainment: quizzes, Q&As and giveaways.
- Easy joining process for selected fans and a full away-day experience.
The trip ended in a 1–0 result for Southampton, but fans returned with memories of a well-organised, fan-focused day out.
“We loved creating The Midnite Express… We know how difficult it can be travelling to and from midweek away games with the high costs and time it takes, so we were always going to help out those lucky Sheffield United supporters by giving them an unforgettable away day experience.” — Andrew Mook, Head of Brand Marketing, Midnite
Painting the town red (and white): Chris Wilder mural & community support
Midnite unveiled a 50-square-metre mural celebrating club legend and manager Chris Wilder on The Railway pub opposite Bramall Lane. Key details:
- The mural recognises Wilder’s playing and managerial legacy, including his role in returning the club to the Premier League in 2019.
- Midnite donated £1,000 to The Railway to support a revamped outdoor area, improving the matchday atmosphere for Blades supporters.
The public artwork reinforces local identity while giving fans a new visual landmark close to the stadium.
New year, fresh trim: The Blades Salon pop-up
To kick off 2026, Midnite partnered with TaylorTaylor barbershop in Sheffield city centre to create The Blades Salon, a pop-up offering free haircuts for fans. Highlights:
- Sheffield United players Callum O’Hare and Michael Cooper joined the event and even tried the clippers, bringing fans up close to the squad.
- The activation was timed to lift spirits after a tough 2025 and reward supporters during a positive turn in form.
Why it matters
Midnite’s three activations combined practical value (free travel), cultural recognition (mural) and fan reward (pop-up salon). The campaign strengthened ties between the brand and Sheffield United’s community, improved the matchday experience, and created shareable moments that matter to modern football fans.
