Sheffield United FC extend Midnite partnership

Sheffield United Football Club have extended their partnership with UK-based sports betting brand Midnite, which will thus remain their front-of-shirt sponsor for the 2026/27 season.

Midnite’s logo will remain front and centre on the playing, training, and adult replica shirts of the Blades’ men’s and women’s first teams.

The betting company will enjoy further branding exposure via the advertising boards at Bramall Lane (the Sheffield United home ground), the home match team sheets, the matchday programme, and the official digital channels of the South Yorkshire club.

Stephen Bettis, Chief Executive Officer at Sheffield United FC, commented:

“We’re delighted to extend our partnership with Midnite for a second season following a successful first year working together. Throughout the 2025/26 campaign, Midnite proved to be an excellent partner, sharing our commitment to engaging with supporters and creating innovative ways to enhance the fan experience. The introduction of initiatives such as 2UP demonstrates Midnite’s desire to reward and connect with our supporters. The renewal reflects the strong relationship we’ve built together, and we’re excited to continue developing new opportunities and experiences for Blades fans throughout the 2026/27 season.”

Andrew Mook, Head of Brand Marketing at Midnite, said:

“We’re delighted to be United’s principal partner for a second consecutive season after a really exciting first year. During the 2025/26 campaign we gave back to Blades supporters in the form of the Midnite Express, Blades Salon and many more fan-first initiatives. Now, we’ll be looking to create even more memorable fan experiences in the upcoming season. With that said, we are pleased to introduce ‘2UP’ where one lucky fan will win big prize money if United take a two-goal lead in any home league match. The prize pot will begin at £10,000 with £1,000 being added after each league game at Bramall Lane.”