Midnite lands World Snooker Championship sponsorship
Challenger brand aiming to be “more than just a logo in the background” for snooker’s biggest tournament, as advertising plans ramped up once again
Midnite has been named as the official betting and casino partner for the World Snooker Championship, marking the operator’s first sponsorship deal it hinted at last week as part of a concerted marketing push.
The tournament will be held at Sheffield’s Crucible Theatre and will run from 19 April to 5 May. The tournament is the flagship in the World Snooker Tour’s (WST) portfolio of events.
A global audience of 500 million is expected for the event, which will be broadcast on BBC, TNT Sports, Eurosport, CCTV5, WST Play and other platforms worldwide.
As part of the partnership, Midnite is also giving away three pairs of Century Club tickets for the tournament’s final session.
Last week, Midnite debuted its first-ever TV advertising campaign in the UK, with its 30-second ad broadcast across Sky, Channel 4, Channel 5 and each channel’s respective streaming platforms.
Upon the ad’s release, Midnite said its planned marketing pipeline included sponsorship and other commercial activities in the coming weeks.
Earlier this week, the operator also announced the appointment of former Sky Bet head Zach Amin as its new vice-president of sportsbook.
Midnite co-founder Nick Wright said: “We are dedicated to bringing fans closer to the game they love. It doesn’t get any more intimate than the fan experience at the Crucible for the World Snooker Championship, where the sport’s most unforgettable moments are created.
“Our partnership will be more than just a logo in the background. We are looking forward to unveiling a series of fan-first activities throughout the tournament and making sure Midnite is in the middle of more magical memories.”
Peter Wright, WST chief commercial officer, added: “We are thrilled to join forces with Midnite for the first time on our biggest tournament.
“They are an ambitious brand, committed to the user experience and to bringing fans together to enhance interaction using technology which pushes boundaries.
“Most importantly, they place the highest priority on having fun in a responsible way on their platforms.
“They are excited to join our journey as a sport because, through the World Championship, we can offer massive exposure for Midnite’s brand on a global scale. We look forward to working with their team across the 17 days.”
Back in January, Yolo Group-owned Sportsbet.io secured the title sponsorship to snooker’s Players Championship, Tour Championship and Champion of Champions.
The Sportsbet.io Players Championship took place between 17 to 23 March at Telford International Centre, while the Sportsbet.io Tour Championship concluded on 2 April at Manchester Central.
The final event, the Sportsbet.io Champion of Champions, is scheduled for 10 to 16 November in Bolton.