New wave gambling operator Midnite has teamed up with UK sports podcast The Good, The Bad and The Football in a sponsorship deal tailored for the World Cup.
The podcast’s star host trio consists of ex-Manchester United and England legend Paul Scholes, fellow Old Trafford veteran and England midfielder Nicky Butt, and TV presenter and comedian Paddy McGuinness, who hosted the BBC’s popular Top Gear from 2019-2022.
Since the show’s conception in September 2025, its audience has grown to more than 169,000 subscribers on YouTube, while also amassing a large number of listeners across Spotify, Apple Podcasts and other streaming platforms.
As the World Cup progresses, Midnite’s branding will appear on the show’s episode throughout the tournament.
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.”
The latest Midnite partnership follows a similar deal with the Fight Your Corner boxing podcast, hosted by former World Champion Tony Bellew and content creator Charlie Parsons.
Sponsoring podcasts is becoming an increasingly popular marketing avenue for operators.
Notable companies to sign podcast partnerships include SBK (Scottish Football Social Podcast), Sky Bet (The Overlap), BoyleSports (No Tippy Tappy) and Dabble (Pitch Side) among others.
Despite the end of front-of-shirt betting deals in the Premier League, English football remains a key target for operator marketing teams, however.
Outside of the podcasting, Midnite is actively working on increasing its visibility across the UK, recently landing a front-of-shirt sponsorship deal with football club Wolverhampton Wanderers for the 2026/27 season.
