Sporting Risk says it has reached the first anniversary of its partnership with UK sportsbook Midnite, following the operator’s World Cup “Sub Hero” promotion built on Sporting Risk’s SureSub product.
During the tournament, Midnite offered 116 Player Prop markets, including 26 Super Sub and 26 Extra Time Player Prop markets, alongside 269 BetBuilder-compatible markets, according to the company. The Sub Hero mechanic allowed a bet to carry forward to a substitute when the selected player was replaced.
Sporting Risk said Midnite has integrated its Player Props and “Next-Gen player-centric BetBuilder” features over the past 12 months. The supplier added that the deal also includes products such as player head-to-heads, in-play multis and micromarkets, with player-market support across more than 150 global competitions.
Following the World Cup activation, Midnite said it will extend the Sub Hero promotion into the new football season. Andy Phillips, SportingRisk.com CBDO, said: “Over the past year we’ve both grown incredibly quickly and we’ve learned a lot along the way. The World Cup proved the ideal way to showcase our work together and demonstrate what’s possible when strong modelling and smart
technology are combined with an operator that’s committed to product innovation. We’re excited for the new season ahead as we kick on with our Midnite partnership.”
Zach Amin, VP of Sportsbook, Midnite, added: “Sporting Risk’s expertise in modelling and contextualised football content has played a key role in our continued growth in the UK. Sub Hero delivered during the World Cup and we’re looking forward to its impact on the Premier League. Access to high-quality modelling and technology instantly enhances our platform providing a real competitive product edge to attract users.”
