Midnite Net Sponsorship Of Podcast Fronted By Ex-Manchester United Duo

Midnite has continued its World Cup marketing drive by agreeing to sponsor a football podcast fronted by ex-Manchester United duo Paul Scholes and Nicky Butt.

The fast-growing UK operator has teamed up with the popular podcast, The Good, The Bad and the Football, which also features United superfan and former Top Gear presenter Paddy McGuinness.

Throughout the World Cup, Midnite’s branding will feature on each episode. And this represents a coup for Midnite, as The Good, The Bad and the Football, which first launched in September 2025, has accrued 170,000 YouTube subscribers. Not only that, but it has amassed a significant listenership across Spotify, Apple Podcasts, and other streaming platforms.

Throwing itself into the conversation

In its mission to be a disruptor, Midnite is realising the potential offered by podcasts. Yes, the latest Midnite collaboration follows a similar deal they struck to sponsor Fight Your Corner, a boxing podcast hosted by former world champion Tony Bellew and content creator Charlie Parsons.

Sponsoring podcasts are quickly becoming a popular marketing avenue for betting companies. Among the other recognised UK betting sites to tie up podcast sponsorship agreements are Sky Bet (The Overlap) and BoyleSports (No Tippy Tappy), and it is an interesting trend.

Throwing itself into the World Cup is too good an opportunity to pass Midnite by. This summer’s extravaganza represents the biggest tournament to date. 48 teams are taking part and 104 matches will be contested over five weeks, with the final on Sunday, July 19.

Midnite ‘built different’

With its lofty ambitions of becoming a top-tier operator, Midnite is trying to stand out from the crowd in a highly saturated environment. And Andrew Mook, Midnite’s head of brand marketing, insists the podcast sponsorship represents further validation of the company’s intention to engage with football fans.

He 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.

“As Midnite continues to grow, we’re focused on showing up in 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.”

Memorable marketing stunts

Although other betting companies, such as Betfair, have shown their hand for the World Cup by launching a unique ‘Hot Take Hotline’ featuring Alan Shearer, where fans can press the England legend on a variety of other topics, Midnite isn’t immune to high-profile marketing stunts.

Back in April, Midnite claimed to have placed the first-ever app bet from 124,000 feet above Earth featuring a mechanical astronaut. The wager backed England to win the World Cup at odds of 6/1, and it was supported by former England midfielder Gareth Barry, who fronted the campaign.

Midnite, meanwhile, has been busy behind the scenes. Earlier this month, it announced that it will be the new front-of-shirt sponsor next season for Wolverhampton Wanderers, who were relegated to the Championship from the Premier League last term.

While the aforementioned podcast sponsorship arrangement may not necessarily explode into the stratosphere, it could hit the mark, and it has the potential to help Midnite increase its visibility.