Despite stricter rules on gambling companies sponsoring football clubs, Midnite continues to put its logo on front of shirts.
Midnite has continued its UK marketing strategy push, confirming a deal with EFL Championship contenders, Wolves.
While the front-of-shirt sponsorship ban is implemented in the Premier League, Wolves’ relegation last season means the club can still adorn the Midnite logo on the front of its men’s and women’s first-team shirts for the duration of its 150th season.
Even as UK market conditions have become increasingly challenging for many operators, Midnite has undertaken a forefront approach to brand exposure, accelerated by this deal with Wolves, during such an important year for the club.
It builds on the operator’s pursuit of tier 1 status, after completing a Series C funding round earlier this year in January, highlighting its desire to continue investing in the UK despite market headwinds in relation to April’s remote gaming duty increase.
Andrew Mook, head of brand marketing at Midnite, said: “Wolves are a huge club with a rich history, and we’re honoured to be sponsoring them during their 150th anniversary year.
“At Midnite, we’re committed to putting fans first with our initiatives and we’ve shown that with our sponsorships of Sheffield United and Southampton last season, and the World Snooker Tour.
“Wolves will be no different, and this is just the first way we’re showing up in what will be a packed year of activities. We can’t wait to get down to Molineux and see the team in action.”
The pair have underpinned that a myriad of activations with fans in mind will take place as a result of the collaboration in a bid to maximise exposure and growth.
Talking about the new partnership, Wolves’ head of partnerships, David Thomson, added: “We’re pleased to have agreed this vitally important principal partnership with Midnite in what is such a big year for the club – both on and off the pitch.
“Midnite is a progressive and ambitious company that shares our desire to innovate and engage supporters in new ways and this partnership represents an exciting opportunity for both organisations to give back to the fans that make this club what it is.
“We’ve been particularly excited to hear about the Midnite team’s plans for the coming weeks and months, and we’re delighted to be working together on some truly unique and innovative campaigns across this landmark season.”
