Midnite backs Wolves in landmark 150th anniversary season

Fan-first launch
Midnite's football push
Championship context

Midnite becomes Wolverhampton Wanderers‘ new principal partner and front-of-shirt sponsor for the 2026/27 EFL Championship campaign.
The deal covers both the men’s and women’s first-team shirts and includes fan-first activations throughout the club’s 150th anniversary year.
The partnership extends Midnite’s growing football portfolio, following front-of-shirt deals with Sheffield United and a training kit arrangement with Southampton in 2025/26.

UK sports betting brand Midnite has been confirmed as the new principal partner and front-of-shirt sponsor of Wolverhampton Wanderers for the 2026/27 season, which marks the club’s 150th anniversary campaign in the EFL Championship.

The Midnite logo will appear on the front of both the men’s and women’s first-team shirts for the duration of the campaign. The two organisations will also collaborate on a series of fan-focused activations and exclusive experiences across the anniversary season.

Fan-first launch

Midnite is launching the partnership with a campaign called “This Season’s On Us”, unveiled on 3 June.

The first 50 supporters to reach a mystery location will be invited to take part in a trivia challenge hosted by George Elokobi, a former Wolves defender. Winners will receive a free men’s or women’s season ticket or a new home shirt for the 2026/27 campaign.

Details of the time and location will be shared via the Instagram channels of both Wolves and Midnite. The campaign highlights the partnership’s stated focus on giving back to supporters during what the club has described as a historic year.

David Thomson, head of partnerships at Wolves, said:

“We’re pleased to have agreed this vitally important principal partnership with Midnite in what is such a big year for the club – both on and off the pitch.

“Midnite is a progressive and ambitious company that shares our desire to innovate and engage supporters in new ways and this partnership represents an exciting opportunity for both organisations to give back to the fans that make this club what it is.”

Midnite’s football push

The Wolves deal marks the latest move in Midnite’s accelerating push into football sponsorship.

The brand served as principal partner and front-of-shirt sponsor for Sheffield United, and held a training kit arrangement with Southampton, during the 2025/26 season, alongside a partnership with the World Snooker Tour.

Founded in 2018 by Nick Wright and Daniel Qu, who previously built daily fantasy sports platform Dribble in partnership with Sky Bet, Midnite expanded its product mix to include horse racing and casino by 2023.

Backed by investors including the Raine Group, Discerning Capital, Venrex, Makers Fund, and Play Ventures, the company has raised more than $75m in total funding to date, including a $35m Series C completed in January 2026 and led by Raine Partners.

Andrew Mook, head of brand marketing at Midnite, said:

“Wolves are a huge club with a rich history, and we’re honoured to be sponsoring them during their 150th anniversary year. At Midnite we’re committed to putting fans first with our initiatives and we’ve shown that with our sponsorships of Sheffield United and Southampton last season, and the World Snooker Tour.

“Wolves will be no different, and this is just the first way we’re showing up in what will be a packed year of activities. We can’t wait to get down to Molineux and see the team in action.”

Championship context

The deal arrives as the landscape for gambling sponsorship in English football continues to shift.

Under a voluntary agreement, Premier League clubs will withdraw gambling branding from the front of matchday shirts from the start of the 2026/27 season, following consultation between the league, clubs and the UK government’s Department for Culture, Media and Sport.

The measure does not extend to the EFL, leaving Championship clubs free to sign front-of-shirt betting deals and creating additional commercial opportunity for brands looking to maintain football visibility.

For Midnite, securing a principal partnership at a club of Wolves’ stature shows continued ambition to reach tier-one operator status. For Wolves, the deal provides meaningful commercial backing at a landmark moment in the club’s history.

The depth of fan engagement planned across the anniversary campaign will be watched closely by operators and rights holders assessing how betting partnerships can deliver value beyond logo placement.

Keep reading