UK-based sportsbook and casino brand Midnite is expanding its mainstream media presence through a new partnership with Sky Media. The collaboration brings Midnite’s brand to television audiences via Sky Sports Racing and Sky Sports News.
As part of the deal, Midnite will have regular broadcast segments on Sky Sports Racing, featuring updates on betting markets and racing insights. The campaign, which launched on April 10, includes on-air contributions from racing broadcaster Tom Lee.
Beginning in May, Midnite will also sponsor the late-night slot (11pm to 5am) on Sky Sports News. This sponsorship includes branded visuals at the start of each segment and during commercial breaks, giving the brand steady visibility throughout the night.
The partnership is part of a broader marketing initiative. In recent weeks, Midnite launched its first television ad and entered into a sponsorship agreement with the 2025 World Snooker Championship.