What are we talking about this week?
Midnite becoming the official betting partner of the NFL across the UK and Ireland.
Really. What does that entail?
The UK challenger brand will gain visibility across broadcast, content, live games and fan engagement activities.
It will also get six partnership posts per season through owned NFL media, including three collaboration posts.
Interesting. Is there a big market for the NFL in the UK?
Yes definitely. According to the NFL, there are over 18 million fans of the game in the UK. There are also three NFL games held each year in London, and Croke Park hosted the first game played in Ireland last season.
Oh wow. Seems like a big coup then.
It is. Midnite will be taking over from Paddy Power, which held the role last year under a one-year agreement.
Will Midnite create NFL-themed games?
Have you met the gambling industry?
Good point
Yes, Midnite have confirmed that it has the opportunity to develop NFL-themed free-to-play games, in line with the Paddy Power NFL Showdown which was available to fans last year.
Is this Midnite’s first foray into sport?
No, actually. The firm has been pretty active in the football sponsorship market, and has deals with the EFL Championship teams Wolverhampton Wanderers, Sheffield United, Middlesbrough and Southampton.
That’s a pretty decent portfolio
It is. The firm has found a real niche tapping into the value provided by sponsoring teams in the second tier of English football as it seeks to gain ground in a crowded UK market.
The Winning Line?
Like focusing on the Championship, working with the NFL proves that Midnite is willing to find alternative ways to market itself alongside its more traditional ‘built different’ advertising campaign.
By working with the NFL, Midnite is gaining visibility by working with a sporting giant that has achieved real cut-through in the UK and has a sizeable audience despite its North American roots.
