Midnite named NFL betting partner for UK and Ireland in multi-year deal
The London-based bookmaker has secured exclusive sports betting rights to the NFL across the UK and Ireland, as the league's annual London series continues at Tottenham Hotspur Stadium and Wembley.
Midnite has become the National Football League's official sports betting partner for the UK and Ireland under a multi-year agreement, SBC News reports.
The deal gives the challenger brand exclusive access to a broad set of league rights covering broadcast, content, free-to-play games, live games and fan engagement activity.
The announcement lands during the NFL's 2026 London series, which began at Tottenham Hotspur Stadium when the Indianapolis Colts beat the Washington Commanders 30-13.
The Philadelphia Eagles play the Jacksonville Jaguars at the same venue on 11 October, before the Jaguars face the Houston Texans at Wembley Stadium a week later on 18 October. The league also has plans to return to Dublin, having staged a game at Croke Park last year.
SBC News notes the timing suits Midnite, which is positioned to benefit from growing NFL interest across both markets; the UK and Ireland are now home to more than 17 million NFL fans, according to figures cited in the report.
Jonathan Shaw, Midnite's Vice President of Growth, said the partnership would let the brand engage fans "through broadcast, content, free-to-play and live fan experiences," adding that the exclusive sportsbook rights give the company "a strong foundation for how we activate the partnership over the coming seasons."
Shaw said the company was "looking forward to creating experiences that give NFL fans more ways to engage with the sport and with Midnite."
Under the agreement, Midnite gains access to licensed NFL marks including the NFL Shield and the Super Bowl logo, along with NFL events, and will work with NFL UK&I on a season-long branded content programme.
The tie-up extends a period of rapid visibility for Midnite, which raised a $35m Series C funding round in January. Since then it has signalled ambitions to launch in Canada, signed marketing deals with four EFL Championship clubs, and run advertising campaigns that have drawn wide attention online.
Its 'Built Different' radio advert became a talking point on social media for its repetitiveness, and earlier versions of the campaign were banned by the Advertising Standards Authority. SBC News notes that the attention, positive or not, has coincided with Midnite's push to position itself as 'the Monzo of betting' and build towards a multi-billion valuation.
The NFL partnership marks a further step in that strategy, giving Midnite a direct line to one of the most closely watched sports leagues as it continues its UK and Ireland expansion.