Midnite becomes NFL sports betting partner in the UK and Ireland

Multi-year deal runs to 31 March 2029 and includes Sky Sports sponsorship, NFL London Games rights and approved NFL marks in Midnite’s sportsbook.

Midnite has signed a multi-year agreement with NFL International to become the league’s official sports betting partner across the UK and Ireland, with the partnership running until 31 March 2029.

Under the deal, Midnite receives rights covering the NFL London Games, the Super Bowl in the UK and Ireland, and the NFL Dublin Game if it is staged during the partnership term. The operator also secures exclusive rights to use approved NFL licensed marks within its sportsbook, including the NFL Shield and Super Bowl logo, and access to all 32 NFL Member Club marks within the parameters of the agreement.

The rights package includes Sky Sports broadcast sponsorship, with Midnite set for 9pm and late-night sponsorship idents across live NFL coverage throughout the season, including applicable playoff and Super Bowl programming. Midnite and NFL UK&I will also run a season-long branded content programme supported through NFL-controlled social channels, with six partnership posts per season, including three collaboration posts.

Midnite will have the option to develop NFL-themed free-to-play games, and the partnership extends to live fan engagement around the London and Dublin Games via branding and activation inventory including programme advertising, jumbotron features, selected field-level inventory, and tickets and experiences. Midnite said it will adhere to the NFL’s game integrity policies and responsible gambling initiatives as part of the agreement.

Midnite’s Vice President of Growth, Jonathan Shaw, said: “The NFL has built an incredible following across the UK and Ireland, and this partnership gives us the opportunity to bring Midnite and the NFL together across a huge range of touchpoints.

“Becoming an official sports betting partner gives us the platform to build our presence around the NFL through broadcast, content, free-to-play and live fan experiences, while the exclusive sportsbook rights provide a strong foundation for how we activate the partnership over the coming seasons.

“We’re looking forward to creating experiences that give NFL fans more ways to engage with the sport and with Midnite.”