Business of Sports · NFL
NFL signs multiyear betting partnership with Midnite in UK and Ireland
The agreement gives Midnite NFL branding, broadcast sponsorship and fan engagement rights in the UK and Ireland through March 31, 2029.
Midnite has agreed to a multiyear partnership with NFL International to become an official sports betting partner of the league in the United Kingdom and Ireland, according to an announcement published Thursday by iGaming Business.
The agreement runs through March 31, 2029, and includes rights involving broadcasts, content and fan engagement. Midnite can use licensed NFL marks, including the league shield, Super Bowl logo and team marks within the agreement’s terms.
The operator will receive sponsorship visibility around Sky Sports’ 9 p.m. and late-night NFL coverage, including applicable playoff and Super Bowl broadcasts. It will also work with NFL UK&I on a season-long branded content program.
Event rights cover the NFL London games and the Super Bowl. The package includes a future Dublin game if one takes place during the contract, rather than confirming another Irish fixture.
Midnite can develop NFL-themed free-to-play games and approved co-branded promotions. The announcement says the company will follow the league’s game integrity policies and responsible gambling initiatives.
