• Midnite to be Blades’ front-of-shirt sponsor for 2025-26 season
• Lucky season ticket holders will get VIP seat upgrade for every match thanks to Midnite
• Midnite is among UK’s fastest-growing sportsbooks. 

Midnite, one of the UK’s fastest-growing online sportsbooks, has been named as the principal partner of Sheffield United for the 2025-26 season.

Midnite’s logo will be on the front of Blades shirts for the men’s and women’s adult first teams, training kits and adult replica shirts. It will also be displayed around Bramall Lane, on home match team sheets, the matchday programme and across the club’s social media channels.

The partnership also launches Midnite Premium Seat Upgrade. This will see two lucky season ticket holders drawn at random before each men’s home league game to enjoy a premium match experience in the prestigious Tony Currie Suite.

Midnite and Sheffield United will also collaborate to bring Blades fans closer to their club with a series of unique moments and unprecedented opportunities throughout the season.

Midnite was the official betting partner of the 2025 World Snooker Championship, held at the Crucible in Sheffield earlier this year.

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Jonathan Shaw, Vice President of Growth at Midnite, said: “It’s a privilege for Midnite to become principal partner of Sheffield United for the coming season. The club has a proud history and a strong connection with its supporters and we’re committed to helping make this a memorable season for Blades fans.

“This partnership continues our efforts to grow Midnite as a challenger brand in the UK market, as we look to build our presence and offer a genuine alternative to the established tier-one operators. We’re looking forward to working with the club and its supporters throughout the season.”

Paul Fielder Head of Commercial for Sheffield United Football Club said: “We’re pleased to welcome Midnite as our principal partner for the 2025-26 season. They’ve shown a clear commitment to working with the club and its supporters and we’ve been impressed by their thoughtful and collaborative approach.

“We look forward to developing the partnership over the season and providing Blades fans with some memorable moments along the way.”

Midnite and Sheffield United’s partnership will operate in accordance with the Gambling Commission’s codes of practice.

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Vyking, the next-generation iGaming platform provider, has announced a major infrastructure shift to Oracle Cloud Infrastructure (OCI), along with the adoption of Oracle HeatWave MySQL and Oracle Analytics Cloud. This move marks a key milestone in Vyking’s commitment to delivering scalable, resilient and insight-driven platform solutions for modern iGaming operators.

By migrating its platform to OCI, Vyking has eliminated its dependence on co-located or on-premises server infrastructure and unlocked a new level of global performance, flexibility and operational efficiency. As a result, OCI will help Vyking enable its customers to stay ahead in an increasingly competitive and regulated digital landscape.

OCI provides Vyking with a secure, scalable, high-performance and cost-efficient cloud infrastructure built for mission-critical workloads. Compared to other hyperscalers, OCI delivers an average cost savings of up to 50% while offering enterprise-grade SLAs, built-in security and global reach.

Vyking can now benefit from OCI’s global network of 200+ live and planned cloud regions as well as its sovereign cloud and data residency capabilities that are essential for regulated iGaming markets. Each Oracle Cloud region offers a consistent set of 200+ enterprise-grade cloud and AI services that will enable Vyking to run its application faster, more securely and for less. With OCI, Vyking can perform its critical iGaming operations that require 99.99% uptime, compliance readiness and dynamic scalability across multiple jurisdictions.

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Vyking’s adoption of Oracle HeatWave MySQL enables real-time analytics directly within MySQL, reducing the complexity and latency of traditional ETL workflows. The in-memory accelerator delivers industry-leading query performance, while support for AutoML and generative AI empowers operators with next-level data insights and automation.

“With Oracle HeatWave, we can query over 800 million records in just seconds, giving us a significant edge in running real-time analytical queries directly within MySQL. This level of performance enables us to deliver faster insights and smarter automation for our operators, without the complexity of external analytics engines,” said Helmut Kleinhans, Chief Technology Officer at Vyking.

Additionally, Oracle Analytics Cloud brings powerful AI-driven dashboards and predictive tools to the Vyking ecosystem, allowing business users and analysts to explore data intuitively with natural language queries and rich visualisations.

As Vyking continues to evolve, its Oracle powered cloud-native foundation will ensure clients benefit from greater performance, lower TCO and actionable insights—all delivered with enterprise reliability.

“This move is about more than infrastructure, it’s about unlocking freedom, intelligence, and scale for our operators. Adopting Oracle’s technology allows us to deliver the performance and autonomy today’s iGaming brands need — while laying the foundation for real-time analytics, smarter personalization, and global growth,” said Franz Gerhart, CEO at Vyking.

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Parimatch, the global entertainment company, is set to make a significant impact at iGB L!VE 2025, taking place in London from July 2–3. Located at Stand E34, the Parimatch team will welcome industry leaders, potential partners, and top talent to explore a world of premium entertainment opportunities.

iGB L!VE is a cornerstone event in the iGaming calendar. That is why Parimatch is creating a hub for high-value connections with key decision-makers. The stand will be a must-visit destination for attendees seeking access to a top-tier network of C-level executives and the best deals from an Affiliate program operating globally across the Middle East, Southeast Asia, and Europe. The Parimatch Affiliate team will be on hand to discuss the best deals and hottest offers, designed to drive high performance for partners.

The Parimatch experience at Stand E34 is designed to be unforgettable, going beyond performance to build strong alliances and celebrate shared success. Demonstrating a commitment that goes beyond industry standards, Parimatch Affiliates will host an exclusive side event for its top partners: a trip to the Formula 1 race in Silverstone. This ethos will be reflected at the stand through a dynamic atmosphere where insights and energy converge, complete with engaging activities, prize draws, and limited-edition merchandise drops.

In addition to fostering business objectives, Parimatch is focusing more than ever on its employer brand. The company’s Employer Brand and HR teams will be on-site for open conversations with talented professionals. Visitors can gain direct insights into Parimatch’s vibrant corporate culture, diverse work formats, and significant career opportunities. This provides a transparent look into life at a leading global entertainment company.

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