Paul Scholes' popular podcast, The Good, The Bad & The Football, has secured a sponsorship deal with Midnite, a fast-growing UK sportsbook and casino, for the World Cup.
The agreement will see Midnite's branding featured throughout episodes of the show.
What happened?
Midnite announced the partnership, its second podcast deal, following an agreement with Fight Your Corner, a boxing debate show.
Why it matters for Paul Scholes
The deal is a significant step for Midnite, as it continues to increase its above-the-line marketing activity, having recently become the front-of-shirt sponsor of Wolverhampton Wanderers.
What comes next?
Andrew Mook, Midnite's head of brand marketing, stated that the partnership is part of the company's mission to build a sports betting brand that's genuinely different.
The Good, The Bad & The Football, launched in September 2025, has built a strong audience, with over 169,000 subscribers on YouTube and streaming on Spotify and Apple Podcasts.
The show stars Paul Scholes and Nicky Butt, former Manchester United and England midfielders, alongside presenter and comedian Paddy McGuinness.
Midnite has raised over $35 million in funding to date and is licensed and regulated by the Great Britain Gambling Commission and the Irish Revenue Commissioner.
The company has developed its entire sportsbook and casino platform in-house, prioritizing a customer-centric approach.
The World Cup is set to be one of the biggest sporting moments of the year, and Midnite is excited to be part of the conversation alongside one of football's most popular shows.
The partnership will see Midnite's branding appear throughout episodes of The Good, The Bad & The Football during the World Cup.
Midnite's "Built Different" advertising campaign was launched in April, showcasing the company's commitment to innovation and customer experience.
The company's investors include Raine Group, Discerning Capital, Venrex, Makers Fund, and Play Ventures.
The sponsorship deal is a significant boost for The Good, The Bad & The Football, as it continues to grow its audience and provide engaging content for football fans.
Paul Scholes and the team will continue to bring their expertise and humor to the show, with Midnite's support.
The World Cup is expected to be a major event for Midnite, with the company looking to increase its presence in the sports betting market.
With its partnership with The Good, The Bad & The Football, Midnite is well-placed to reach a large and engaged audience.
Midnite's focus on innovation and customer experience has set it apart from other sports betting companies.
The company's commitment to providing a superior player experience while maintaining the highest safety standards has earned it a reputation as a trusted and reliable operator.
The Good, The Bad & The Football has become a must-listen for football fans, with its unique blend of humor and expertise.
The show's success is a testament to the popularity of Paul Scholes and the team, and Midnite's sponsorship deal is a significant endorsement of the show's quality and appeal.