Midnite Replaces Paddy Power as Official NFL Betting Partner in UK and Ireland

Midnite has signed a three-year sponsorship agreement with the NFL, becoming the official sports betting partner of the league in the United Kingdom and Ireland.

The multi-year agreement runs through the 2028-29 NFL season (March 2029), positioning Midnite as the replacement for Paddy Power as the league’s primary sports betting partner in the UK and Ireland.

The rights package grants the operator extensive activation privileges, including free-to-play game development, broadcast integration, co-branded digital content, and on-site activations across high-profile international fixtures—including the NFL London Games and the Super Bowl. Midnite will also integrate into the NFL’s sports integrity protocols and responsible gaming frameworks.

Jonathan Shaw, Midnite’s vice president of growth, said the partnership would help the operator reach the NFL’s expanding audience in Britain and Ireland.

“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.”

Broadcasting Rights & International Fixtures

According to the NFL, the UK is home to more than 17 million NFL fans. The league also said more than three million people have attended regular-season games in London since 2007. 

For the 2026-27 season, the first of three regular-season games in London took place on Sunday (October 4), with two more to come later this month.

A major part of Midnite’s agreement with the NFL is a broadcast sponsorship across Sky Sports coverage of the league in the UK.

This will include sponsorship idents during 9pm and late-night NFL coverage. Midnite idents will also feature during playoff games and the Super Bowl broadcast.

There will also be a brand content program, with Midnite featuring on six posts per season across NFL-owned social media channels.

Midnite has also secured promotional and branding opportunities around NFL games staged in London, and any future games in Dublin. Dublin hosted its first regular-season game in 2025.

Midnite Targets International Growth-to-Scaling Beyond the Domestic Market

Landing the NFL package marks a significant milestone for Midnite, a fast-rising challenger operator successfully carving out market share against legacy European bookmakers.

The move expands a sports sponsorship strategy that already includes English soccer deals with Premier League and EFL clubs like Wolverhampton Wanderers and Sheffield United.

The company is also eyeing growth beyond the UK and Ireland. In August, it appointed former FanDuel Canada executive Dale Tang to lead its launch into the Canadian market.

At the start of 2026, Midnite raised $35 million in a Series C funding round led by Raine Partners IV. 

At the time, the company said that the majority of the investment would be spent “expanding Midnite’s human capital, bolstering its product-led strategy and helping to close the gap with the market’s largest operators.”