Southampton FC has signed a fresh sponsorship deal for the 2025/26 season. The new official training kit partner is Midnite, a growing name in the UK betting scene. This Midnite Southampton partnership marks the brand’s debut in football sponsorship.

• Midnite becomes Southampton’s official training kit sponsor for 2025/26, featured across men’s and women’s first team training and travelwear. Branding will also appear on the back of the men’s first team match shirts and shorts. Visibility extends to in-stadium placements, including the dugouts at St Mary’s.

• It’s the first football club partnership for Midnite, aligning with the operator’s wider marketing push. Other recent campaigns include sponsoring the 2025 World Snooker Championship and 5’s FIFA Club World Cup coverage. The Midnite Southampton partnership adds to their portfolio of sports-focused visibility plays.

• Midnite was launched in 2018 by Nick Wright and Daniel Qu and is building a reputation as a challenger in the UK market. The company positions itself on delivering customer value and a responsible betting experience. The football partnership is seen as a key next step in its growth strategy.

• Club CRO Greg Baker said the tie-up reflects shared values between the two brands. “We pride ourselves on our ability to challenge the status quo and we see a clear alignment with Midnite’s innovative approach,” he said. The club sees Midnite as a strong fit for its ambitions.

• Jonathan Shaw, VP of Growth at Midnite, confirmed the deal is a milestone for the brand. “We’re excited to partner with Southampton for our first-ever football club sponsorship,” he said. He also underlined Midnite’s commitment to safe, responsible betting experiences.

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