Midnite Becomes NFL's Official Betting Partner
UK challenger sportsbook and casino operator Midnite has agreed a multi-year partnership with NFL International to become the league's official sports betting partner in the UK and Ireland.
The deal will run to the end of the 2028-29 season on 31 March 2029, IntergameOnline reported on 8 October 2026.
What The Deal Covers
The agreement covers the NFL's London games, which started last weekend with a 30-13 win for the Indianapolis Colts over the Washington Commanders at Tottenham Hotspur's stadium.
The series continued with the Philadelphia Eagles taking on the Jacksonville Jaguars in the same stadium, before the Jaguars make the short trip to Wembley to meet their AFC South rivals Houston Texans on Sunday, October 25.
The deal also includes the Super Bowl coverage and extends to a potential NFL Dublin game, which was dropped for the current season but could return during the three-year term of the deal.
Free-to-Play Games & Sky Sports Idents
Midnite will be able to build NFL-themed free-to-play games for its sports betting site as part of the deal, alongside a season-long branded content programme that includes six partnership posts per season through the NFL's own channels, three of them collaboration posts.
The operator also picks up 9pm and late-night sponsorship idents on Sky Sports, the NFL's main UK broadcast partner, across its coverage of the competition, including play-off games and the Super Bowl, plus branding and activation opportunities around the London and Dublin games.
Midnite's vice president of growth, Jonathan Shaw, said: "The NFL has built an incredible following across the UK and Ireland, and this partnership gives us the opportunity to bring Midnite and the NFL together across a huge range of touchpoints.
"Becoming an official sports betting partner gives us the platform to build our 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 we activate the partnership over the coming seasons. We're looking forward to creating experiences that give NFL fans more ways to engage with the sport and with Midnite."
Casino Games Hub
Wider Push Into Sport
The NFL deal adds to Midnite's existing UK football sponsorships with Wolverhampton Wanderers and Sheffield United.
It also follows the operator's recent move into North America, where it appointed former FanDuel executive Dale Tang as general manager for its Canada business.
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