Midnite has been confirmed as the official UK betting and casino partner for two of snooker's flagship tournaments in 2026, extending its presence across sporting events.
The operator will sponsor both the Johnstone's Paint Masters and the World Snooker Championship, renewing its existing relationship with the latter while adding the Masters to its portfolio.
According to Midnite, branding and promotional activity linked to the partnerships will again feature across the BBC ecosystem, providing the operator with broad national exposure during coverage of the tournaments.
Both events are among the most-watched fixtures on the professional snooker calendar and attract a diverse audience across television and digital platforms.
The agreements form part of Midnite's wider UK growth strategy, which has seen the operator increase its investment in sports sponsorships and brand marketing over the past year.
Originally focused on esports betting, Midnite has expanded into sportsbook, horse racing and online casino, supported by recent financing and a series of commercial partnerships.
In October, the operator announced a three-year sponsorship deal with Arena Racing Company's All-Weather Championships, while earlier in 2025 it also partnered with the World Snooker Championship for the first time.
These deals have coincided with a period of rapid scaling for the business, including workforce growth and increased marketing spend.
Midnite's expanding profile has also brought heightened regulatory scrutiny. In recent months, the Advertising Standards Authority (ASA) ruled against the operator over social media posts it deemed to have potential appeal to under-18s, prompting revisions to its marketing policies.
Midnite secured a $100m credit facility in September 2025 to support its UK market expansion, allowing the company to fund marketing campaigns while maintaining cash reserves for innovation and development
