Midnite Selects 72andSunny Amsterdam as Lead Creative Agency

Midnite, the sportsbook and casino brand, has appointed 72andSunny Amsterdam as its lead creative advertising agency following a competitive pitch process run by intermediary Creativebrief.

The appointment marks a significant step in Midnite’s evolution as the business increases its focus on long-term brand building alongside the performance marketing that has fuelled its rapid rise to date. With ambitious Tier-1 growth plans, the company is now investing in a distinctive brand platform designed to cut through in a crowded and often homogenous betting and gaming market.

​Andrew Mook, head of brand marketing at Midnite, said, “Midnite has grown incredibly quickly and we’ve reached a point where brand has to play a much bigger role in how we scale. We’ve spent time defining a clear brand strategy and what we want Midnite to stand for in the minds of UK players. The opportunity now is to bring that to life in a bold, distinctive way that breaks category conventions. 72andSunny Amsterdam impressed us with their strategic thinking, creative ambition and track record of building culturally relevant brands. We’re excited to partner with them as we move into a new phase for Midnite.”

Creativebrief supported Midnite through the agency selection process ahead of a major brand launch planned for 2026, with 72andSunny Amsterdam chosen after a multi-stage pitch concluding in December 2025.

Charlie Carpenter, CEO of Creativebrief, said, “What a cracking brief this was to help shape Midnite’s next chapter, consolidating its fast-growing Gen Z appeal and driving deeper cultural relevance through a powerful long-term creative platform fit for today’s landscape.

“Opportunities like this don’t come around often - a brand already making major waves and fundamentally disrupting its category, while also asking an agency to amplify that momentum and dial it up to the next level. It was a pleasure to be involved, and 72andSunny have more than proven themselves equal to the task. We’re excited to watch this partnership develop and see the work to come.”

72andSunny is a global creative agency known for bold, culture-shaping work for brands including the NFL, Google, e.l.f Cosmetics and Under Armour. It has offices in Amsterdam, Los Angeles, New York, Toronto, Singapore, and Sydney.

​Hollie Loxley, managing director of 72andSunny Amsterdam said, “Midnite is a modern challenger brand with real ambition to do things differently. From our first conversations, it was clear the team is serious about building a brand that stands out rather than blends in. As 72andSunny continues to expand across Europe, we’re excited to partner with Midnite in the UK and can’t wait to help build a brand that grabs attention and earns its place in culture.”

This win comes after significant growth for 72andSunny Amsterdam over the past 12 months including Disaronno and Lingo by Abbott, and key hires with Justine Armour returning as International CCO.