Midnite named official sports betting partner of NFL in UK and Ireland
The partnership gives Midnite a broad platform of NFL rights, spanning broadcast, content, free-to-play, live games and fan engagement, strengthening the brand’s association with one of the world’s most prominent sports properties.
Midnite will have access to all licensed marks including the NFL Shield and Super Bowl logo, as well as to NFL events. Additionally, Midnite will have the ability to execute approved co-branded partnership marketing promotions with the League.
Through the partnership, Midnite will adhere to the NFL’s core game integrity policies and responsible gambling initiatives. As game integrity remains the foundation of the league’s approach to legalised sports betting, the collaboration will deliver NFL-related content to fans in a manner consistent with the integrity standards upheld by the NFL.
The agreement covers some of the NFL’s biggest events in the UK and Ireland, including the NFL London games, Super Bowl and rights to the NFL Dublin Game, should it again take place during the partnership term.
Midnite will also gain a prominent broadcast platform through Sky Sports, with 9pm and late-night sponsorship idents across live NFL coverage throughout the season, including applicable playoff and Super Bowl coverage giving the brand recurring visibility as viewers take in the key moments.
The NFL continues to grow in the UK and Ireland, with the market now home to more than 17 million NFL fans. Over three million fans have attended NFL games in London since 2007, while the 2026 season features three games in the UK as the league continues to expand beyond the States.
Alongside broadcast visibility, Midnite will work with NFL UK&I on a season-long branded content programme focused on upcoming games, while the partnership will be supported through NFL-controlled social channels. Midnite will receive six partnership posts per season through owned NFL media, including three collaboration posts.
Midnite will also have the opportunity to develop NFL-themed free-to-play games, which provides an additional way to engage fans beyond traditional sportsbook activity and create interactive experiences.
The partnership also extends into physical fan engagement, with branding and activation opportunities around the London and Dublin Games, including programme advertising, jumbotron features, selected field-level inventory, tickets and experiences.
Midnite will also have access to all 32 NFL Member Club marks within the parameters of the agreement, creating further opportunities for content and activation across the NFL season.
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.”
The agreement represents a major milestone in Midnite’s wider growth strategy, strengthening its position in the UK and Ireland through an association with one of the world’s most recognisable sports properties. The breadth and multi-year nature of the rights package also reflects Midnite’s ambition to build a long-term presence around major sporting events, combining broadcast visibility with content, product-led experiences and direct fan engagement.
The partnership will run until 31 March 2029.