Midnite has joined Fight Your Corner with Tony Bellew & Charlie Parsons as launch partner, adding a boxing media format to a busy 2026 brand push by the UK betting operator, reports Deadline.

The show is produced by Platform Media together with The Stomping Ground and features former world champion Tony Bellew alongside boxing presenter Charlie Parsons. The first episode includes Carl Froch and centres on heavyweight boxing, including Anthony Joshua, Tyson Fury, Daniel Dubois, Fabio Wardley, Moses Itauma and Jermaine Franklin.

Bellew said: “The only thing I love more than an argument is boxing.”

Parsons said the show would bring together “the calibre of names appearing” and “the quality of what we’re producing.”

The deal follows several recent attempts to build attention beyond standard sportsbook advertising. In April, the company sent its app to around 124,000 feet and placed a real bet from a device fitted with a mechanical astronaut hand. The bet backed England to win the FIFA World Cup at 6/1, with Gareth Barry involved and a £10,000 donation to the Bobby Moore Fund attached if the bet wins.

The operator also launched its “Built Different” UK campaign in April, using social, TV, radio and out-of-home formats to contrast Midnite’s app with older digital betting experiences.