UK betting operator Midnite has signed a sponsorship agreement with football podcast The Good, The Bad & The Football, strengthening its marketing presence during the 2026 FIFA World Cup.
The podcast is hosted by former Manchester United and England midfielders Paul Scholes and Nicky Butt, alongside television presenter and comedian Paddy McGuinness, best known for his time hosting Top Gear. Since launching in September 2025, the show has built an audience of more than 169,000 YouTube subscribers and attracts listeners across major audio platforms including Spotify and Apple Podcasts.
As part of the partnership, Midnite branding will feature throughout podcast episodes during the World Cup, giving the bookmaker exposure alongside one of football’s fastest-growing fan-led shows.
Andrew Mook, Head of Brand Marketing at Midnite, said the agreement aligns with the company’s strategy of connecting with football supporters through content and personalities that already resonate with fans. He added that the World Cup provides a major opportunity for the brand to participate in football discussions during one of the year’s biggest sporting events.
The sponsorship follows Midnite’s recent partnership with boxing podcast Fight Your Corner, hosted by former world champion Tony Bellew and content creator Charlie Parsons.
Podcast sponsorships have become an increasingly popular marketing channel for betting operators. Companies including SBK, Sky Bet, BoyleSports and Dabble have all invested in football-focused podcast partnerships in recent years as brands seek new ways to engage sports audiences.
While the Premier League is moving away from front-of-shirt betting sponsorships, football remains a key marketing battleground for bookmakers. Midnite has also recently secured a shirt sponsorship deal with Wolverhampton Wanderers for the 2026/27 season, further increasing its visibility in the UK football market.