Midnite scores podcast sponsorship deal

A sportsbook and casino brand has signed a new football podcast sponsorship deal as it continues to expand its marketing activity.

Midnite has announced a partnership with The Good, The Bad & The Football, which stars former Manchester United and England midfielders Paul Scholes and Nicky Butt alongside presenter and comedian Paddy McGuinness.

The agreement will see Midnite branding appear throughout episodes during the World Cup.

Launched in September 2025, the podcast has built a dedicated audience, with more than 169,000 subscribers on YouTube, as well as availability on Spotify, Apple Podcasts and other platforms.

The deal marks Midnite’s second podcast partnership, following its agreement with Fight Your Corner, the boxing debate show hosted by former world champion Tony Bellew and Charlie Parsons.

It follows a wider marketing push that includes front-of-shirt sponsorship of Wolverhampton Wanderers and the brand’s first out-of-home 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.”

Want your business, product or service to be seen regionally and nationally? Bdaily helps you get your story in front of the right audience, every day. Find out how Bdaily can help →

Join more than 55,000 subscribers by signing up to our daily bulletin each morning here.