Midnite Secures World Cup Podcast Deal with Popular Show

Midnite has announced a new sponsorship deal with the popular football podcast The Good, The Bad and The Football, aligning the partnership with the upcoming World Cup. The collaboration will see Midnite’s branding integrated into episodes throughout the tournament.

The podcast, hosted by former Manchester United and England player Paul Scholes, ex-Old Trafford midfielder Nicky Butt, and TV presenter Paddy McGuinness (known for his time on BBC’s Top Gear), boasts a strong following. It has over 169,000 subscribers on YouTube and a dedicated audience across platforms like Spotify and Apple Podcasts.

Andrew Mook, Head of Brand Marketing at Midnite, 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.”

Mook continued: “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.”

The deal follows Midnite‘s recent partnership with the Fight Your Corner boxing podcast, hosted by former World Champion Tony Bellew and content creator Charlie Parsons. This trend of sponsoring podcasts is gaining traction among iGaming operators, with brands like SBK, Sky Bet, BoyleSports, and Dabble also exploring similar opportunities.

Despite the end of front-of-shirt betting deals in the Premier League, Midnite remains committed to expanding its visibility in the UK. The operator recently became the front-of-shirt sponsor for Wolverhampton Wanderers for the 2026/27 season, further cementing its presence in the football landscape.