Midnite to sponsor Channel 5’s FIFA Club World Cup coverage
UK challenger brand has partnered with the broadcaster on a deal that will see operator’s branding feature across TV and social media platforms
Midnite has been unveiled as a sponsor of Channel 5’s FIFA Club World Cup coverage this summer, as the UK challenger brand continues to ramp up its marketing efforts.
Of the 63 games set to be contested in the US, Channel 5 will air 23 of them, with Midnite branding featuring across linear and streaming live match coverage.
The operator will also be afforded ad space on YouTube highlights and social media posts as part of the sponsorship deal.
Taking place between 14 June and 13 July, the Club World Cup will include some of the biggest teams in the world, including Real Madrid, Chelsea, Paris Saint-Germain, Inter Miami, Boca Juniors and Manchester City.
Channel 5’s rights include 15 group stage fixtures, four round of 16 games, two quarter-final ties, one semi-final as well as the final.
The revamped tournament, which will include 32 teams and now take place every four years as opposed to annually, has struggled to garner commercial and TV deals in the run-up to kick-off.
Channel 5 will air its selection of games via a sub-licensing deal with global rights holder DAZN. The over-the-top streaming giant sealed a deal worth a reported €1bn to secure the rights in December 2024.
Andrew Mook, Midnite head of brand marketing, hailed the sponsorship as “another important step” for the UK operator.
He said: “We’re thrilled to sponsor 5’s coverage of the FIFA Club World Cup and to bring fans even closer to the biggest football event of the summer.
“At Midnite, we’re all about connecting our players with the games they love and this high-profile sponsorship is a perfect way to showcase what we do best. It’s another important step in our brand exposure strategy, with plenty more exciting activities on the horizon.
“Midnite is being crafted to give sports fans the best possible betting experience, and supporting 5’s broadcast of the FIFA Club World Cup is another step in that journey.”
He added: “With world-class clubs on display, it’s a fantastic opportunity to celebrate the global passion for football and our dedication to innovation in the gaming space.”
Lee Sears, president of international advertising and brand studios for Paramount Global, Channel 5’s parent company, added: “We’re proud to bring free-to-air coverage of the FIFA Club World Cup to viewers across the UK, as we grow 5’s line-up of live sport.
“The tournament is set to be one of the sporting events of the summer and with most matches airing in peak time and 32 of the world’s biggest clubs involved, our new partnership with Midnite provides a fantastic opportunity for the brand to reach football fans across 5’s platforms at scale.”
The sponsorship with Channel 5 marks Midnite’s latest marketing effort, coming just over two months after the operator secured its status as the official betting and casino partner for the World Snooker Championship.
More recently, the company, which launched in 2018, secured $10m (£7.6m) in a Series B funding round that included backing from Discerning Capital, the Raine Group and Play Ventures.
In other Club World Cup news, Sportradar has announced it has secured the exclusive rights to distribute betting data and non-exclusive media content during the tournament.
The New York-listed firm will provide up to 190 pre-match and 200 in-play markets, while also supporting FIFA with betting integrity services.
Moritz Gloeckler, Sportradar executive vice-president of rights and strategic projects, said: “We are thrilled to partner with DAZN to elevate the FIFA Club World Cup 2025 to new heights, expanding global reach, captivating new audiences and deepening engagement with fans worldwide.
“At the same time, we remain committed to upholding the integrity of this prestigious competition.”