UK sportsbook and casino Midnite has been named as a sponsor of the FIFA Club World Cup coverage on free-to-air broadcaster 5.
As part of the partnership, Midnite’s branding will be featured across the live coverage and magazine show The Press, presented by James Allcott and Julien Laurens.
The broadcaster will air 23 of the 63 matches.
Andrew Mook, head of brand marketing at Midnite said: “We’re thrilled to sponsor 5’s coverage of the FIFA Club World Cup and to bring fans even closer to the biggest football event of the summer. At Midnite, we’re all about connecting our players with the games they love and this high-profile sponsorship is a perfect way to showcase what we do best. It’s another important step in our brand exposure strategy, with plenty more exciting activities on the horizon.”
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“Midnite is being crafted to give sports fans the best possible betting experience, and supporting 5’s broadcast of the FIFA Club World Cup is another step in that journey,” he added.
The deal follows the casino’s sponsorship of the 2025 World Snooker Championship.
Lee Sears, president of international advertising and brand studios at Paramount Global said: “We’re proud to bring free-to-air coverage of the FIFA Club World Cup to viewers across the UK, as we grow 5’s line-up of live sport.
“The tournament is set to be one of the sporting events of the summer and with most matches airing in peak time and 32 of the world’s biggest clubs involved, our new partnership with Midnite provides a fantastic opportunity for the brand to reach football fans across 5’s platforms at scale.”
Midnite’s sportsbook was launched in 2018 by Nick Wright and Daniel Qu.
