Midnite, the fast-growing UK sportsbook and casino, has announced a sponsorship deal with popular podcast The Good, The Bad & The Football.
The agreement will see Midnite’s branding appear throughout episodes of the show during the World Cup.
The Good, The Bad & The Football stars former Manchester United and England midfielders Paul Scholes and Nicky Butt, alongside presenter and comedian Paddy McGuinness.
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Launched in September 2025, the show has built a strong and dedicated audience and now has more than 169,000 subscribers on YouTube, as well as streaming on Spotify, Apple Podcasts and other platforms.
The deal is Midnite’s second podcast partnership, following an agreement with Fight Your Corner, the boxing debate show hosted by former World Champion Tony Bellew and content creator Charlie Parsons.
As growth accelerates, Midnite continues to increase its above-the-line marketing activity and this month was revealed as front-of-shirt sponsors of Wolverhampton Wanderers. In April, the brand also launched its first out-of-home “Built Different” advertising campaign.
Andrew Mook, Midnite’s head of brand marketing, said: “This partnership is another step in our mission to build a sports betting brand that’s genuinely Built Different.
“We’re investing in partnerships that football fans actually care about, launching standout campaigns or working with creators and personalities who have real credibility with supporters.
“As Midnite continues to grow, we’re focused on showing up in the places where fans spend their time and engage with the sport they love. The World Cup is set to be one of the biggest sporting moments of the year and we’re excited to be part of the conversation alongside one of football’s most popular shows.”
Midnite is shaking up the traditional gambling landscape in the UK as a true challenger brand. The company is unusual in that it has developed its entire sportsbook and casino platform in-house. This proprietary technology, the bookie says, empowers the site to prioritise a truly customer-centric approach, delivering a superior player experience while maintaining the highest safety standards.
Backed by investors including Raine Group, Discerning Capital, Venrex, Makers Fund, and Play Ventures, Midnite has raised over $35 million in funding to date and is licensed and regulated by the Great Britain Gambling Commission and the Irish Revenue Commissioner.
