Midnite has signed a sponsorship deal with football podcast The Good, The Bad & The Football, running branded integrations across episodes during the World Cup.
The show features former Manchester United and England midfielders Paul Scholes and Nicky Butt, alongside presenter and comedian Paddy McGuinness. Midnite said its branding will appear throughout World Cup episodes.
The Good, The Bad & The Football launched in September 2025 and has more than 169,000 subscribers on YouTube, alongside distribution on Spotify, Apple Podcasts and other platforms, according to the company.
The agreement is Midnite’s second podcast partnership, following its sponsorship of Fight Your Corner, a boxing debate show hosted by former world champion Tony Bellew and content creator Charlie Parsons. Midnite also pointed to recent above-the-line marketing activity, including being revealed this month as front-of-shirt sponsors of Wolverhampton Wanderers and launching its first out-of-home “Built Different” advertising campaign in April.
Andrew Mook, Midnite’s Head of Brand Marketing, said: “This partnership is another step in our mission to build a sports betting brand that’s genuinely Built Different.
“We’re investing in partnerships that football fans actually care about, launching standout campaigns or working with creators and personalities who have real credibility with supporters.
“As Midnite continues to grow, we’re focused on showing up in the places where fans spend their time and engage with the sport they love. The World Cup is set to be one of the biggest sporting moments of the year and we’re excited to be part of the conversation alongside one of football’s most popular shows.”
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