Midnite becomes NFL’s UK and Ireland betting partner

• Midnite becomes the NFL’s official sports betting partner in the UK and Ireland.
• The multi-year agreement runs until 31 March 2029.
• Rights include Sky Sports idents, London Games activation and exclusive NFL marks.

Midnite has agreed a multi-year partnership with NFL International to become the league’s official sports betting partner in the UK and Ireland. The deal runs until 31 March 2029 and covers the London Games, the Super Bowl and broadcast sponsorship on Sky Sports.

Exclusive sportsbook rights

The agreement gives Midnite exclusive rights to use approved NFL licensed marks within its sportsbook. It also opens up the league’s wider brand assets, including the NFL Shield and the Super Bowl logo, along with access to NFL events.

Midnite can run approved co-branded promotions with the league. It can also use the marks of all 32 NFL member clubs, within the parameters of the agreement.

The events package centres on the NFL London Games and the Super Bowl in both markets. Rights to the NFL Dublin Game are included if the fixture returns during the term. Dublin does not feature on the league’s 2026 international schedule.

Broadcast and fan activations

Broadcast is a core part of the deal. Midnite will carry 9pm and late-night sponsorship idents across Sky Sports’ live NFL coverage throughout the season, including applicable playoff and Super Bowl broadcasts.

Off screen, Midnite and NFL UK&I will produce a season-long branded content programme focused on upcoming games. The league will promote the partnership through its own social channels, with six partnership posts per season. Three of them will be collaboration posts.

The operator will also develop NFL-themed free-to-play games. These give Midnite a way to engage fans outside traditional sportsbook activity.

At the games themselves, Midnite gets programme advertising, jumbotron features and selected field-level inventory around London and Dublin. Tickets and experiences complete the matchday package.

Under the deal, Midnite will adhere to the NFL’s core game integrity policies and responsible gambling initiatives. The league treats integrity as the foundation of its approach to legalised sports betting.

Jonathan Shaw, Vice President of Growth, Midnite, 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.”

A growing sponsorship portfolio

The NFL is the biggest property yet in Midnite’s sports portfolio. The operator was official betting partner of the 2025 World Snooker Championship. It has since renewed with World Snooker Tour for the 2026 Masters and World Championship.

In football, Midnite signed its first club deal as Southampton’s training kit partner for 2025-26. It then became Sheffield United’s principal partner and front-of-shirt sponsor for the same season.

The NFL brings a large audience. According to Midnite, the UK and Ireland market is home to more than 17 million NFL fans. Over three million have attended NFL games in London since 2007, and the 2026 season features three UK games.

The partner seat has changed hands before. 888 signed as the league’s first official UK betting partner in 2021. Paddy Power took a one-year deal for the 2025 season.

Founded in 2018, Midnite builds its sportsbook and casino platform in-house. It has raised more than $35 million from investors including Raine Group, Discerning Capital, Venrex, Makers Fund and Play Ventures. The operator is licensed in Great Britain and Ireland.

Gloomy weather in the UK

The deal covers three NFL seasons and lands as the UK market tightens. Entain has cut 400 jobs as higher taxes bite. Bet365 has confirmed job losses across three hubs. On the retail side, Betfred founder Fred Done warned that high street betting is dying.

Midnite is wagering that Sunday nights on Sky and matchday branding in London can take market share from established bookmakers. Its free-to-play games and content rights give it the tools to convert that visibility into active accounts before renewal talks come round.