Midnite has strengthened its presence in English football’s second tier after confirming principal partnerships with Middlesbrough and Sheffield United for the 2026/27 Championship season.
The UK brand will become Middlesbrough’s front-of-shirt sponsor during the club’s 150th anniversary campaign. The agreement will also include a supporter initiative, “This Season’s On Us”, through which fans can compete in football and trivia challenges for prizes including season tickets, shirts, hospitality tickets and club shop vouchers.
The Middlesbrough deal adds to Midnite’s existing relationship with Sheffield United, where it will remain principal partner for a second consecutive season. The renewal includes front-of-shirt branding and follows a first year in which the operator ran several fan and community-focused campaigns around Bramall Lane.
Those initiatives included a mural celebrating manager Chris Wilder, free haircuts for supporters, donations of food to local charities and subsidised away travel.
For the new season, Midnite will introduce its 2UP campaign across its sponsored Championship clubs.
Under the initiative, if Sheffield United take a two-goal lead in a home league match, one supporter will be selected to win the prize pot. The fund will begin at £10,000 ($13,300) and increase by £1,000 for each home league fixture. Midnite said the campaign will also apply to its other Championship sponsorships.
Commenting on the new deals, Andrew Mook, Midnite’s Head of Brand Marketing, stated: “The Championship is one of the most viewed football leagues in the world, with some iconic and historical names from English football competing in it. We are looking forward to being a part of the action by partnering with two of the league’s biggest clubs in what should be another thrilling season.
“Middlesbrough are a club with a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating its 150th anniversary.
“We are also delighted to be Sheffield United’s principal partner for a second consecutive season after a really exciting first year. We’ll be looking to create even more memorable fan experiences in the upcoming season.”
The announcement adds to a wider run of recent Midnite activity, including its Wolves front-of-shirt deal and season ticket giveaway, and its sponsorship of The Good, The Bad and The Football podcast.
The deal also comes shortly after Sheffield United separately announced a new five-year retail partnership with Fanatics.
Midnite’s Sheffield United 2UP prize fund will start at £10,000 and rise by £1,000 for every home league fixture
