UK sportsbook boosts visibility with high-profile football partnership
UK-based sportsbook Midnite has taken a major leap forward in its brand exposure strategy by signing on as the official sponsor of Channel 5’s coverage of the FIFA Club World Cup 2025. The move positions the rising operator squarely in front of a football-loving audience during one of the sport’s most globally anticipated tournaments.
The tournament, hosted in the United States from 14 June to 13 July, will bring together 32 of the world’s top club teams, including Manchester City, Real Madrid, Bayern Munich, Chelsea, Inter Miami and Boca Juniors. Channel 5 will broadcast 23 of the 63 matches, providing extensive reach for Midnite’s branding across live broadcasts, highlight reels on YouTube, and the tournament’s daily analysis show, ‘The Press’.
A Strategic Brand Play
The partnership marks another high-profile activation for Midnite, coming hot on the heels of its 2025 World Snooker Tour sponsorship and the launch of its first national TV advertising campaign. It’s also the first major initiative under Andrew Mook, Midnite’s newly appointed Head of Brand Marketing, who joined the company earlier this year from Sky Bet and Flutter Entertainment.
Mook highlighted the significance of the partnership:
“We’re thrilled to sponsor 5’s coverage of the FIFA Club World Cup and to bring fans even closer to the biggest football event of the summer. Midnite is being crafted to give sports fans the best possible betting experience, and supporting 5’s broadcast is another step in that journey.”
Reaching a Wider Audience
With Channel 5 being one of the UK’s most accessible free-to-air broadcasters, the partnership offers Midnite a rare opportunity to penetrate mainstream sports viewership and engage casual bettors and hardcore fans alike. Given the Club World Cup’s inaugural 32-team format and global appeal, the deal is expected to significantly elevate Midnite’s recognition and user acquisition in the UK market.
The Bigger Picture
Midnite’s strategic positioning aligns with broader trends in the iGaming space—where operators increasingly focus on multi-channel marketing, sports culture integration, and responsible engagement with fans. As competition intensifies, especially with major players eyeing regulatory changes and expansion opportunities, such broadcast partnerships are becoming essential brand differentiators.
Final Word
By partnering with Channel 5 for the FIFA Club World Cup, Midnite isn’t just promoting its platform—it’s placing itself at the heart of the summer’s biggest football conversation. With more activations on the horizon, Midnite appears poised to become a more visible and influential name in the UK betting landscape.
