Southampton FC Names Midnite as Official Training Kit Partner for 2025/26 Season.

Roger Hampel

Photo Credit: Southampton FC

Southampton FC has announced a new sponsorship agreement with Midnite, a UK-based sports betting and online casino operator, as its Official Training Kit Partner for the 2025/26 season. The partnership represents Midnite’s first entry into football club sponsorship, following previous marketing initiatives in other sports, including the 2025 World Snooker Championship.

The deal will see Midnite’s branding featured on all training and travelwear for both the men’s and women’s first teams, as well as on the back of the men’s first team match shirts and shorts. Branding will also appear around St Mary’s Stadium, including pitchside assets and dugout areas.

Strategic Context: Challenger Brand Targets Football Entry Southampton FC Midnite

Founded in 2018 by Nick Wright and Daniel Qu, Midnite is positioned as a digital-first disruptor within the UK’s online gambling market. The Southampton deal aligns with the company’s efforts to grow brand awareness via sport sponsorships, including prior work with events such as 5's FIFA Club World Cup coverage.

Greg Baker, Chief Revenue Officer at Southampton FC, framed the partnership as strategically aligned with the club’s positioning:

“We’re delighted to welcome Midnite as our latest club partner. Midnite is disrupting its sector and developing a dynamic challenger brand. As a club we pride ourselves on our ability to challenge the status quo and we see a clear alignment with Midnite’s innovative approach.”

With the UK gambling sponsorship landscape evolving, Midnite’s entry via a training kit partnership — rather than a high-profile front-of-shirt deal — reflects a more measured integration strategy into football.

Multi-Channel Fan Engagement and Community Involvement

According to the club, the partnership will also include fan-facing activations and collaboration with the Saints Foundation, Southampton’s community and charitable arm. While specific campaign details have not yet been disclosed, the club stated the goal is to create new opportunities for fan interaction throughout the 2025/26 campaign.

The partnership includes non-retail training wear branding, with Midnite logos not featured on consumer merchandise. Select items from the 2025/26 training wear range have been released online and in-store, with the full range available from July 7.