Midnite Partners with The Good, The Bad & The Football for World Cup Podcast Sponsorship

Midnite, the innovative sports betting operator, has secured a prominent sponsorship deal with the highly popular UK football podcast The Good, The Bad and The Football. The partnership, tailored specifically for the World Cup, will see Midnite’s branding featured across episodes throughout the tournament.

The podcast, hosted by a star-studded trio including former Manchester United and England legend Paul Scholes, ex-Old Trafford midfielder Nicky Butt, and TV presenter Paddy McGuinness (formerly of BBC’s Top Gear), has amassed a substantial following. With over 169,000 subscribers on YouTube and a dedicated audience across Spotify and Apple Podcasts, the show has become a staple for football fans.

Andrew Mook, Head of Brand Marketing at Midnite, commented on the partnership: “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.”

Mook added: “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.”

This latest move follows Midnite‘s recent deal with the Fight Your Corner boxing podcast, hosted by former World Champion Tony Bellew and content creator Charlie Parsons. The operator’s strategy of leveraging podcasts aligns with a growing trend among iGaming brands, with companies like SBK, Sky Bet, BoyleSports, and Dabble also investing in similar partnerships.

Despite the ban on front-of-shirt betting sponsorships in the Premier League, Midnite continues to expand its presence in English football. The operator recently secured a front-of-shirt sponsorship deal with Wolverhampton Wanderers for the 2026/27 season, further solidifying its position in the market.