Sporting Risk and Midnite are continuing their partnership after a successful first year that saw the sportsbook deliver innovative player-focused betting products to customers.

The collaboration has supported Midnite’s rapid growth, with the operator expanding its sportsbook capabilities through Sporting Risk’s advanced analytics, predictive models and football-focused betting solutions.

The partnership’s biggest showcase came during the World Cup, when Midnite introduced its Sub Hero promotion, powered by Sporting Risk’s SureSub technology.

The product enabled bettors to continue their player selections after substitutions, creating a more dynamic betting experience. The promotion featured extensive player-market coverage, including 116 Player Prop markets, 26 Super Sub markets, 26 Extra Time Player Prop markets and 269 BetBuilder-compatible markets.

Following strong results from the tournament, Sub Hero will return for the new football season, while Midnite continues to utilise Sporting Risk’s technology across its sportsbook.

The agreement includes access to a range of products such as player head-to-heads, in-play multis and micromarkets, helping Midnite provide real-time betting opportunities across more than 150 competitions.

Andy Phillips, SportingRisk.com CBDO, commented:

“Over the past year we’ve both grown incredibly quickly and we’ve learned a lot along the way. The World Cup proved the ideal way to showcase our work together and demonstrate what’s possible when strong modelling and smart technology are combined with an operator that’s committed to product innovation. We’re excited for the new season ahead as we kick on with our Midnite partnership.”

Zach Amin, VP of Sportsbook, Midnite, added:

“Sporting Risk’s expertise in modelling and contextualised football content has played a key role in our continued growth in the UK. Sub Hero delivered during the World Cup and we’re looking forward to its impact on the Premier League. Access to high-quality modelling and technology instantly enhances our platform providing a real competitive product edge to attract users.”