Midnite has signed a three-year agreement to become the NFL’s official sports betting partner in the UK and Ireland, replacing Paddy Power in the role. The deal runs through the 2028-29 season and expires on March 31, 2029.
The rights package gives the bookmaker season-long branding and marketing access spanning broadcast, digital content, free-to-play games, live events and fan engagement. Midnite can use licensed NFL marks, including the NFL Shield, Super Bowl logo and the marks of all 32 member clubs, within the agreement’s terms.
Sky Sports will carry Midnite sponsorship idents during 9 p.m. and late-night live NFL coverage in the UK, including applicable playoff and Super Bowl broadcasts. The company will also receive six posts each season through NFL-owned media, three of them collaboration posts, and will work with NFL UK&I on season-long branded content focused on upcoming games.
The agreement permits approved co-branded promotions and NFL-themed free-to-play products, intended to reach fans beyond conventional sportsbook activity. Jonathan Shaw, Midnite’s vice president of growth, said the arrangement created a range of touchpoints through which the company could bring its brand together with the NFL’s UK and Irish audience.
Midnite also has promotional and on-site activation rights around NFL games in London and, should a Dublin game return during the term, in Ireland. Those rights include programme advertising, jumbotron placements, selected field-level inventory, tickets and experiences. More than 3 million people have attended regular-season NFL games in London since 2007, while the NFL puts its UK fan base at more than 17 million.
The company will operate under the NFL’s game-integrity policies and responsible-gambling initiatives. The deal represents a new high-profile sports sponsorship for Midnite, whose existing football agreements include partnerships with Wolverhampton Wanderers and Sheffield United.
Midnite raised $35 million in a Series C round led by Raine Partners IV at the start of the year, saying the capital would expand its workforce, strengthen its product-led strategy and help narrow the gap with larger operators. It appointed former FanDuel Canada executive Dale Tang in August to lead a planned Canadian-market launch.
The NFL’s 2026 season includes three games in London. The first was played on Oct. 4, with two further London games scheduled later this month.
