Midnite nets Sky Media partnership as marketing push ramps up
UK challenger brand seals agreement with broadcasting giant just weeks after first-ever sponsorship deal and TV ad campaign
Midnite has entered a partnership with Sky Media that will see the operator sponsor both Sky Sports Racing and Sky Sports News in another major step as part of its bullish marketing efforts.
The UK challenger brand will now be afforded regular slots on Sky Sports Racing each week, which will see presenter Tom Lee keep viewers up to date with Midnite’s markets, odds movements and betting insights.
Midnite’s deal with Sky’s racing channel is set to feature on screens for the first time today, 10 April.
Additionally, the privately owned business has secured a channel sponsorship for Sky Sports News between 11pm and 5am, which will come into effect next month.
As part of the Sky Sports News agreement, Midnite branding will be shown at the beginning of each show, as well as between commercial breaks.
Nick Wright, the operator’s co-founder and CEO, talked up the partnership and noted that the deal marks just the start of Midnite’s ambitions.
“We’re building a new breed of betting app, one that’s simpler, faster and unlocks more ways to play,” Wright explained.
“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 has ramped up its marketing efforts in recent weeks, with the Sky Media partnership coming after the company was unveiled as the official betting and casino partner for the World Snooker Championship,
The tournament is expected to have a global audience of 500 million, with coverage available on BBC, TNT Sports, Eurosport, CCTV5, WST Play and other platforms worldwide.
Reflecting on what was Midnite’s first ever sponsorship deal, Wright added: “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.”
Last weekend, ahead of the Manchester Derby, the business sanctioned a tongue-in-cheek activation, with scarves handed out to fans outside Old Trafford poking fun at the 115 charges hanging over Manchester City for breaches of Premier League rules.
In late March, Midnite launched its first TV advertising campaign, designed to promote the operator’s online casino.
The 30-second ad has been broadcast on Sky, Channel 4 and Channel 5, as well as the respective streaming platforms of each network.
Meanwhile, the company secured the services of ex-Sky Bet head of trading Zach Amin, who has been named Midnite’s new vice-president of sportsbook.