Midnite has added Southampton FC to its growing list of Sky Bet EFL Championship sponsorships, securing a deal to become the club’s official training kit partner.
The London-based operator first teamed up with The Saints during the previous campaign, building a foundation for a longer-term commercial relationship at the club.
During that initial partnership, Midnite funded luxury away travel through the Midnite Express initiative, giving supporters a premium matchday experience on the road.
The operator also commissioned a commemorative tifo marking the 50-year anniversary of Southampton’s FA Cup success, demonstrating a commitment to connecting with the club’s history.
Fans were further rewarded through the Ticket Treats campaign, which provided hospitality experiences as part of the partnership’s first-season activations.
For 2026/27, Midnite will introduce a new ‘2UP’ campaign, giving supporters the chance to win a jackpot whenever Southampton goes two goals up in a match.
Southampton joins Wolverhampton Wanderers, Middlesbrough and Sheffield United as clubs whose fans will benefit from the ‘2UP’ campaign this season.
A fourth major Championship club has also been confirmed as a Midnite sponsor for the upcoming campaign, though that announcement is yet to be formally named.
Sky’s EFL broadcast deal means over 1,000 games from 1,891 matches across the EFL, Carabao Cup and EFL Trophy will be shown live, boosting Midnite’s exposure significantly.
Southampton missed out on a return to the Premier League after being disqualified from the playoffs during the 2025/26 season, making promotion a key ambition for the year ahead.
Midnite will be encouraged by the fact that its training kit deal could continue if Southampton does secure top-flight football, with no clause preventing a Premier League extension.
Greg Baker, Chief Revenue Officer of Southampton Football Club, said: “We’re delighted to continue our partnership with Midnite after a successful first season together.”
Baker added: “They’ve consistently looked for new and engaging ways to reward our supporters, whether through unique matchday experiences, away travel or fan competitions, and we’re excited to see that continue this season.”
The deal underlines Midnite’s clear strategy of building a dominant presence across the Championship, using fan-focused campaigns to differentiate itself from rival operators in the space.
