The UK-based esports betting platform Midnite has secured a landmark partnership with the World Snooker Tour, becoming the official betting and casino partner for the prestigious 2025 Halo World Snooker Championship. This strategic alliance marks Midnite’s first major venture into traditional sports sponsorship and signals an evolving relationship between the worlds of esports and conventional sports betting.
Key Takeaways:
- Midnite secures position as official betting and casino partner for the 2025 Halo World Snooker Championship
- Partnership includes 25% of LED branding at Sheffield’s Crucible Theatre and exclusive in-play betting markets
- Tournament will reach approximately 500 million viewers globally through BBC, TNT Sports, and CCTV5
- Midnite’s expansion follows 30% user growth in 2024, driven by its esports betting dominance
- Snooker’s viewership demonstrates 65% overlap with sports bettors, creating ideal cross-selling opportunities
- Move helps diversify Midnite’s revenue streams as UK implements £2/spin slot limits
- Competitors BetVictor and Sportsbet.io hold sponsorship titles for other World Snooker Tour events
LONDON, UK – April 3, 2025 – Midnite, the UK-based betting platform known for its esports focus, has announced a significant expansion into traditional sports through a partnership with the World Snooker Tour (WST). The company will serve as the official betting and casino partner for the 2025 Halo World Snooker Championship, scheduled for April 19–May 5 at Sheffield’s iconic Crucible Theatre.
Partnership Details and Activation
The multifaceted agreement positions Midnite prominently throughout the championship, with the brand securing 25% of available LED advertising inventory at the venue. This visible presence will be complemented by ticket giveaways for the tournament’s prestigious Century Club, granting winners access to the final’s exclusive hospitality area.
Beyond traditional branding opportunities, the partnership’s centerpiece is Midnite’s development of exclusive in-play betting markets for all 17 days of competition. These specialized betting options will offer unprecedented depth for snooker enthusiasts, including frame-by-frame propositions and player performance metrics not available through other platforms.
Nick Wright, Midnite’s CEO, emphasized the partnership’s interactive elements during the announcement: “This isn’t just about logo placement or traditional sponsorship. We’re creating genuinely interactive experiences that deepen engagement with snooker’s increasingly tech-savvy audience. Our approach combines our digital expertise with the rich tradition of the World Championship.”
The tournament’s global broadcast reach presents a significant opportunity for Midnite to expand its brand recognition beyond its core esports demographic.
With matches televised to approximately 500 million viewers worldwide through rights holders including the BBC, TNT Sports, and China’s CCTV5, the partnership provides unprecedented exposure across diverse international markets.
Strategic Alignment and Market Positioning
Midnite’s expansion into traditional sports sponsorship follows a year of substantial growth, with the platform reporting a 30% increase in users during 2024. This growth has been primarily driven by the company’s strong position in esports betting, where it has established itself as a market leader through partnerships with teams and tournament organizers.
The selection of snooker for Midnite’s first major traditional sports sponsorship reflects careful strategic targeting. Market research conducted by sports analytics firm Sportcal indicates approximately 65% overlap between snooker viewers and sports bettors, creating an ideal demographic alignment for cross-selling opportunities between esports and traditional sports products.
Industry analyst Rebecca Thompson of iGaming Future notes the complementary timing aspects of the partnership: “Snooker’s leisurely pace and frequent breaks create natural opportunities for in-play betting, similar to the session-based structure of many esports tournaments. This makes it an ideal bridge between Midnite’s core business and traditional sports betting.”
The World Snooker Championship’s prestigious history and traditional audience also provides Midnite access to an older, more established demographic that complements its typically younger esports customer base. This diversification strategy aligns with broader industry trends of convergence between different betting verticals.
“The lines between esports and traditional sports continue to blur, both in terms of audience overlap and betting behavior,” explained Thompson. “Midnite is positioning itself at the intersection of these worlds, capitalizing on the increasing digitalization of traditional sports viewing and betting experiences.”
Regulatory Context and Industry Trends
Midnite’s expansion into snooker sponsorship comes at a pivotal regulatory moment for the UK gambling industry. With the implementation of £2 per spin limits on online slots and other tightening restrictions, operators are increasingly seeking to diversify their revenue streams and acquisition channels.
The traditional association between snooker and gambling sponsorship has provided a relatively stable regulatory environment compared to other sports.
Major competitors including Sportsbet.io and BetVictor currently hold title sponsorships for other events on the World Snooker Tour calendar, underscoring the industry’s entrenched relationship with the sport.
Jason Ferguson, Chairman of the World Professional Billiards and Snooker Association, commented on the partnership: “We’re pleased to welcome Midnite to our family of partners. Their innovative approach to betting technology and strong compliance record aligns with our commitment to maintaining the integrity of our sport while embracing digital innovation.”
The sponsorship also coincides with Midnite’s recent partnership with responsible gambling AI provider Mindway, announced in February 2025. This collaboration integrates advanced player monitoring systems to identify potentially problematic gambling behavior, addressing increasing regulatory emphasis on customer protection.
Broader Market Implications
Industry observers view Midnite’s move as potentially signaling a broader trend of esports-focused operators expanding into traditional sports markets. With the global sports betting market projected to reach $155 billion by 2026, established esports platforms are increasingly seeking to capture market share beyond their original niches.
“We’re seeing a natural evolution where successful esports-native operators are leveraging their technological advantages to compete in the broader sports betting landscape,” said Michael Davidson, sports betting analyst at Sportcal. “Midnite’s mobile-first approach and innovative user experience translate well to traditional sports, particularly for younger demographics who demand more engaging betting experiences.”
The partnership also demonstrates the growing commercial appeal of snooker, which has expanded its global footprint significantly in recent years, particularly in Asia. The 2024 World Championship drew record viewership in China, where the sport has developed a massive following.
For the World Snooker Tour, partnerships with digitally-focused operators like Midnite represent an opportunity to reach younger audiences and modernize the sport’s image while maintaining its traditional appeal. The WST has increasingly embraced digital innovation, including enhanced statistical tracking and production technologies that align well with the demands of modern betting markets.
As the championship approaches, both Midnite and the WST are expected to announce additional activation plans, including social media campaigns and specialized content development. The successful execution of this partnership could establish a template for future collaborations between esports-native betting platforms and traditional sports properties seeking to modernize their commercial partnerships.
Sources:
Jeremy Olson
iGaming Expert
Jeremy Olson
iGaming Expert
Jeremy Olson has been involved with gambling since 2004, when he began playing poker and blackjack. Soon thereafter, he got into writing while building his knowledge of gambling strategy. Jeremy has now been writing about casino games, sports betting, and poker for 17 years. He previously wrote for Basketball Insiders, Gambling.com, and CanadianSportsbooks.com.
Outside of writing, Jeremy offers business consulting services, helping early-stage businesses in the iGaming and crypto industries with content strategy, marketing, and market positioning.
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