Midnite Named Sheffield United's Principal Partner for 2025/26 Season

Sheffield United have confirmed Midnite as their new principal partner for the 2025/26 campaign, with the partnership seeing the challenger betting brand take pride of place on the front of both the men’s and women’s first-team shirts.

As part of the agreement, Midnite’s logo will also feature on training kits and adult replica shirts, as well as gaining prominent exposure across Bramall Lane, on matchday team sheets and programmes, and via the club’s social media channels.

The deal also includes plans for a range of fan-focused initiatives, aimed at strengthening engagement between the club, its supporters, and the brand throughout the season.

Jonathan Shaw, Vice President of Growth at Midnite, said:

“It’s a privilege for Midnite to become the principal partner of Sheffield United for the coming season. The club has a proud history and a strong connection with its supporters, and we’re committed to helping make this a memorable season for Blades fans.

This partnership continues our efforts to grow Midnite as a challenger brand in the UK market, as we look to build our presence and offer a genuine alternative to the established tier-one operators. We’re looking forward to working with the club and its supporters throughout the season.”

Paul Fielder, Head of Commercial at Sheffield United, added:

“We’re pleased to welcome Midnite as our principal partner for the 2025-26 season. They’ve shown a clear commitment to working with the club and its supporters and we’ve been impressed by their thoughtful and collaborative approach.

We look forward to developing the partnership over the season and providing Blades fans with some memorable moments along the way.”