Midnite ramps up brand-building activity with Sky Media partnership
UK challenger sportsbook and casino Midnite is accelerating its brand-building efforts by entering a partnership with Sky Media.
The agreement will see Midnite promoted via Sky Sports Racing and Sky Sports News. Midnite will have regular slots throughout each week on Sky Sports Racing, with updates presented by racing broadcaster Tom Lee to provide viewers with an update on markets, odds movers and insights. The first Midnite slot is due to go live on Sky Sports Racing today (April 10).
Midnite will also become a channel sponsor of Sky Sports News in the 11pm to 5am period, starting in May. This agreement will see Midnite’s idents at the start of each show and between commercial breaks during the broadcast.
Midnite, launched in 2018 by Nick Wright and Daniel Qu, has accelerated its “above the line” marketing activity in the past few weeks, launching its first TV advertising campaign and signing a deal to become a partner of the 2025 World Snooker Championships.
Co-founder Wright said: “We’re building a new breed of betting app, one that’s simpler, faster and unlocks more ways to play. Partnering with Sky Media is another major step forward in building the Midnite brand. Appearing regularly on Sky Sports Racing and becoming a channel sponsor on Sky Sports News puts us right in front of a passionate and engaged sports audience.
“This is all part of our mission to grow awareness and trust in Midnite through high-impact, premium channels. We’re just getting started and there’s plenty more to come.”
Midnite was behind a marketing stunt at the recent Manchester derby at Old Trafford, handing out special edition scarves to help Manchester United mock neighbours Manchester City.
The scarves were specially designed to highlight every single one of the club’s 115 charges in their soon-to-be-decided court hearing.
City fans face an anxious wait to learn if they have been found guilty for breaking financial rules, and Midnite added fuel to the fire on Sunday. The giveway is the latest activity from Midnite, which last week was announced as the official betting and casino partner of the World Snooker Championship. Midnite also launched its first TV advertising campaign in March.
The “115” Midnite scarves had United’s famous red colours as the primary colour, with the centre of the scarf featuring a bold yellow “115” representing all of City’s alleged financial charges.
