Midnite sponsors 5’s FIFA World Club Cup coverage

Midnite, the fast-growing UK sportsbook and casino, will sponsor the FIFA Club World Cup coverage on UK free-to-air broadcaster 5.

5 will air 23 of the 63 matches set to take place at the inaugural tournament, hosted in the USA, starting on Saturday 14th June.

The sponsorship will see Midnite’s brand featured across 5’s live match coverage and daily magazine show The Press presented by James Allcott and Julien Laurens analysing the day’s matches on the main 5 channel and on 5’s streaming service, as well as YouTube highlights and social media content.

The new partnership continues Midnite’s momentum of recent high-profile marketing activities, including sponsorship of the 2025 World Snooker Championship and launching its first TV advertising campaign.

The FIFA Club World Cup takes place from June 14 to July 13 in the United States and brings together 32 of the most successful club sides from 20 countries and each of the six international football confederations.

Clubs competing in the tournament include Chelsea and Manchester City from the UK; Real Madrid, Paris Saint-Germain, Inter Milan and Bayern Munich amongst the other European clubs and international clubs such as Inter Miami and Boca Juniors.

5 will provide live coverage of 15 group stage matches, four round-of-16 matches, two quarter-finals, one semi-final and the final.

Midnite last month named former Sky Bet strategist Andrew Mook as Head Of Brand Marketing.

He 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.

“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. With world-class clubs on display, it’s a fantastic opportunity to celebrate the global passion for football and our dedication to innovation in the gaming space.”

Lee Sears, President International Advertising and Brand Studios, 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 is one of the UK’s fastest-growing betting companies thanks to its player-first experiences and a next-generation app that brings fans closer to the games they love.

Midnite’s sportsbook was launched in 2018 by Nick Wright and Daniel Qu, who previously created daily fantasy sports platform Dribble in partnership with Sky Bet.

Paramount International Ad Sales recently announced it is handling all creative brand partnership opportunities, including sponsorship, in house – helping brands get even closer to Paramount’s mountain of premium, globally recognised content across its entire linear and streaming portfolio.

With video: youtube.com/watch?v=oE2xFNPD418&ab_channel=MidniteSports