Midnite extends Southampton deal with 2UP fan prize campaign

Midnite has renewed its partnership with Southampton FC for the 2026/27 season, continuing as the club’s Official Training Kit partner and back-of-shirt sponsor.

The agreement extends a relationship that began for the 2025/26 campaign, when Midnite’s branding appeared on Southampton’s training and travelwear, the back of the men’s first-team shirt, shorts and around St Mary’s Stadium.

The renewal comes during a broader football sponsorship push by the UK sportsbook and casino operator. Midnite became Wolves’ principal and front-of-shirt partner for the 2026/27 season in June, while it has also added or renewed partnerships with Championship clubs including Middlesbrough and Sheffield United.

Midnite is operated in Great Britain by Dribble Media Limited and is licensed by the Gambling Commission. The operator also completed a $35m Series C funding round in January, with backing from The Raine Group, Discerning Capital, Venrex, Makers Fund and Play Ventures.

The Southampton renewal includes the launch of 2UP, a season-long supporter prize campaign. Under the format, one fan will win the prize pot if Southampton take a two-goal lead in any home league match. The pot will increase by £1,000 ($1,333) each week it is not won.

Midnite said the idea follows last season’s Brace Yourself campaign, which awarded prizes when a Southampton player scored twice in a home league match. The operator said Southampton held a two-goal home lead on six occasions during the 2025/26 season.

Southampton Football Club CRO, Greg Baker, said: “We’re delighted to continue our partnership with Midnite after a successful first season together.”

Midnite Head of Brand Marketing, Andrew Mook, added: “We’re excited to be Southampton’s Official Training Kit partner for a second year.”

Football sponsorship remains a key route to visibility for UK betting operators, particularly outside the Premier League’s front-of-shirt restrictions. Premier League clubs agreed to withdraw gambling sponsorship from the front of matchday shirts after the 2025/26 season, while EFL clubs remain able to carry such branding.

The Southampton renewal follows Global Gaming Insider’s report that Midnite expanded its Championship presence through Middlesbrough and Sheffield United agreements for 2026/27, with 2UP also planned across its sponsored Championship clubs.