Sheffield United has confirmed Midnite as its principal partner for the 2025-26 season. The UK-based gambling operator will have its logo on the front of the Blades' playing shirts for the men's and women's teams, as well as adorning the club's training kits. Paul Fielder, the club's head of commercial, expressed his pleasure at welcoming Midnite as the principal partner, citing their commitment to working with the club and its supporters. Midnite's vice president of growth, Jonathan Shaw, commented that it's a privilege for Midnite to become the principal partner of Sheffield United, with the club having a proud history and strong connection with its supporters. The partnership will see Midnite's logo featured around Bramall Lane, with fans advised to look out for specially created incentives, including a VIP seat upgrade for two lucky season ticket holders at every men's home league fixture. The deal is part of Midnite's efforts to grow as a challenger brand in the UK market, with the company having previously sponsored the World Snooker Championship and currently sponsoring UK channel 5's coverage of the FIFA Club World Cup. Midnite has also partnered with fellow Championship club, Southampton FC, in a similar deal. The official press release from the club confirmed that both parties would adhere to the Gambling Commission's codes of practice. The partnership is set to provide Blades fans with some memorable moments throughout the season. Midnite's logo will be prominently featured on the team's shirts and training kits, with the company committed to working closely with the club and its supporters. The deal is a significant one for Sheffield United, with the club looking to build on its success in the Championship. The partnership with Midnite is expected to provide a boost to the club's profile, with the company's logo and branding set to be featured extensively around Bramall Lane. The club's head of commercial, Paul Fielder, will be working closely with Midnite to develop the partnership and provide fans with exclusive incentives. The deal is a positive one for Blades fans, with the club committed to providing a memorable experience for its supporters throughout the season.