Bookmaker Midnite goes all-in on EFL with Middlesbrough, Sheffield Utd and Wolves shirt deals

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Championship club Middlesbrough have named UK online bookmaker Midnite as their new principal partner, replacing Unibet as the club’s front-of-shirt sponsor for the 2026/27 campaign.

The agreement comes during Middlesbrough’s 150th anniversary season and further strengthens Midnite’s rapidly accelerating presence in the front-of-shirt scene in the Championship. 

It is the third shirt sponsorship agreed with a Championship club in the space of little more than a month.

The Sheffield United renewal was confirmed just a day before the Middlesbrough announcement, while Wolves agreed their partnership with Midnite last month. Midnite is already training kit sponsor of Southampton.

Lee Fryett, Boro’s chief commercial officer, said: “We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.

“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”

The Championship shirt deals have been secured as the Premier League clubs begin their agreement with UK gambling regulators to remove bookmaker sponsorships from the front of shirts. They can still sponsor sleeve patches.

The EFL argued that removing betting advertising from the front of their club shirts would threaten the financial security of many of their clubs who are already operating on thin margins.

Midnite’s Head of Brand Marketing, Andrew Mook, said: “The Championship is one of the most viewed football leagues in the world, with some iconic and historical names from English football competing in it. We are looking forward to being a part of the action by partnering with the league’s biggest clubs in what should be another thrilling season.

“Middlesbrough are a club with a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary. We are also delighted to be Sheffield United’s principal partner for a second consecutive season after a really exciting first year. We’ll be looking to create even more memorable fan experiences in the upcoming season.”

Sheffield United, chief executive Stephen Bettis said: “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.”
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