Midnite Named Official Sports Betting Partner Of NFL In UK And Ireland

Midnite has been named the official sports betting partner of the National Football League (NFL) across the UK and Ireland under a multi-year agreement.

The partnership provides Midnite with rights spanning broadcast sponsorship, NFL content, free-to-play games and live fan engagement, alongside access to approved NFL licensed marks.

The agreement covers the NFL London Games and the Super Bowl in the UK and Ireland, as well as the NFL Dublin Game should it be staged again during the partnership term.

Midnite will also adhere to the NFL’s game integrity policies and responsible gambling initiatives as part of the agreement.

Midnite Secures NFL Broadcast And Content Rights

Under the partnership, Midnite will have access to licensed marks including the NFL Shield and Super Bowl logo, as well as the ability to conduct approved co-branded marketing activity with the league.

The operator will also have access to all 32 NFL Member Club marks within the parameters of the agreement.

Midnite will receive broadcast exposure through Sky Sports, with sponsorship idents across 9pm and late-night live NFL coverage throughout the season, including applicable playoff and Super Bowl broadcasts.

The agreement also includes a season-long branded content programme developed with NFL UK&I around upcoming games.

NFL-controlled social channels will support the partnership, with Midnite receiving six partnership posts per season through owned NFL media, including three collaboration posts.

Free-To-Play Games And Live Fan Activations

Midnite will have the opportunity to develop NFL-themed free-to-play games, extending the partnership beyond its traditional sportsbook offering.

The agreement also provides branding and activation opportunities around NFL games in London and, if applicable, Dublin.

These opportunities include programme advertising, jumbotron features, selected field-level inventory, tickets and fan experiences.

The partnership comes as the NFL continues to expand its presence in the UK and Ireland. The league states that the market is now home to more than 17 million NFL fans, while more than three million people have attended NFL games in London since 2007.

The 2026 season includes three games in the UK.

Jonathan Shaw, Vice President of Growth at 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.”

Partnership To Run Until 2029

The agreement forms part of Midnite’s wider growth strategy in the UK and Ireland, combining broadcast exposure with digital content, product-led experiences and in-person fan engagement.

The multi-year partnership will run until 31 March 2029.