Midnite signs three-year deal to become NFL's official sports betting partner in UK and Ireland

Sportsbook and casino operator Midnite has signed a three-year agreement with the National Football League, becoming the league's official sports betting partner in the United Kingdom and Ireland. The deal runs through the end of the 2028-29 NFL season.

Under the arrangement, Midnite will be able to develop NFL-themed experiences for fans in both markets. These include free-to-play games and social media content, as well as activations around broadcasts and live events. The agreement also covers the upcoming NFL games in London and the Super Bowl.

The partnership includes a sponsorship across Sky Sports coverage of the league. Midnite idents are due to appear during late-night NFL programming, as well as during the playoff and Super Bowl broadcasts. Estimates put the number of NFL fans in the UK at 17 million, and more league games are scheduled to take place in the country.

As an official NFL partner, Midnite has also agreed to a set of integrity and responsible gambling commitments, which the source describes as being in line with the league's ethos.

Jonathan Shaw, Midnite's vice president of growth, said the league has an incredible following in the UK and Ireland and called the deal a perfect opportunity to bring Midnite and the NFL together across a huge range of touchpoints. He said that becoming an official partner gives the company a platform to build its 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 it activates the partnership over the coming seasons. Shaw added that the team is looking forward to offering fans experiences that bring them closer to the sport.

Separately, Midnite recently appointed Dale Tang as general manager for Canada, ahead of the operator's launch in that country.