Midnite and Sporting Risk Celebrate One Year of Partnership After World Cup Success

Midnite, the UK’s fastest‑growing sportsbook, and sports‑analytics firm Sporting Risk marked the first anniversary of their collaboration, highlighting rapid business growth and innovative betting products.

During the partnership’s inaugural year, Midnite tripled its turnover, a surge driven in part by the World Cup "Sub Hero" promotion. Using Sporting Risk’s SureSub technology, the promotion allowed bettors to keep their wagers active when a selected player was substituted, with the substitute player inheriting the bet. The campaign featured 116 player‑prop markets—including 26 Super Sub and 26 Extra‑Time options—and 269 BetBuilder‑compatible markets.

Building on the World Cup results, the two companies plan to extend the Sub Hero promotion into the new football season and broaden the offering with player head‑to‑heads, in‑play multis, micromarkets and coverage of more than 150 competitions worldwide. Andy Phillips, CBDO of Sporting Risk, said the partnership “demonstrated what’s possible when strong modelling and smart technology are combined with an operator that’s committed to product innovation.” Midnite’s VP of Sportsbook Zach Amin praised Sporting Risk’s modelling and player‑focused content as a key factor in the sportsbook’s growth.