Midnite is the UK Betting and Casino Partner for the 2026 Johnstone’s Paint Masters
- Midnite will offer customers a free shuttle service from Ally Pally Station on the final day of the Masters this Sunday, January 18
- Midnite continues to prioritise fan experiences with partner initiatives
Midnite, the UK Betting and Casino Partner for the 2026 Masters, is unveiling the Midnite Shuttle, a one-day only shuttle service to help snooker fans get from Alexandra Palace Train Station to Alexandra Palace on Sunday, January 18.
The shuttle, which will be operational between 11am to 1pm in the lead up to the afternoon session, will be easily visible to fans looking to take the weight off their feet, thanks to its Midnite green colour, which is quickly becoming synonymous with the sport of snooker. The activation also gives fans the unique chance to meet a snooker legend, as former World Champion, Ken Doherty, will be behind the wheel.
The Masters is one of snooker’s biggest calendar events and since its relocation to Alexandra Palace in 2012, dedicated fans have been annually trekking from the station to the venue.
Fans will be able to follow the signage at the bottom of the Ally Pally hill and use the QR to download the Midnite app if they haven’t already, to secure their seat on the shuttle.
After the continued success of Midnite’s partnership with the World Snooker Championship, Midnite is committed to delivering customers and fans the best event day experiences possible.
This includes the Midnite Maximum promotion, which has run throughout the tournament, offering 16 lucky fans each session the opportunity to win a £1,000 prize if there is a 147 maximum break. Additionally, this initiative has seen the introduction of the Midnite Lounge, a dedicated lounge space available to customers at Alexandra Palace as part of the brand’s wider visibility across the event.
Andrew Mook, Midnite’s Head of Brand Marketing, said:
“Long-time snooker fans know just how arduous that trek up Ally Pally’s hill can be, and for the last week they’ve been dutifully making that journey. So what better way to start the final day of the tournament than giving customers the opportunity to skip the hill and take a shuttle right to the entrance of Ally Pally?
“We’ve been more focused than ever on giving customers a truly special experience at this year’s Masters tournament and this initiative gives snooker fans a chance to begin their day in comfort, ahead of what’s sure to be an exciting finals run.
“Alongside our Midnite Maximum promotion, which has given 16 lucky fans the opportunity to win £1,000 each session, we also launched the Midnite Lounge where customers can sign up for the promotion via QR code or just relax and enjoy the space between sessions.
“Midnite customers will be able to get their free shuttle service at the bottom of Ally Pally’s iconic hill and throughout the day they’ll be joined by snooker legend Ken Doherty, who will step behind the wheel.”
Please note that a photographer will be present taking photos of fans, with those pictures being uploaded on the social channels of Midnite and the World Snooker Tour. By attending, you consent to being photographed.
Event details
Address: Alexandra Palace Station, Station Road, Alexandra Park, Greater London, N22 7ST
Date: Sunday, January 18, 2026
Time: Operational between 11am to 1pm
Industry Perspective
Midnite’s shuttle service activation at the Masters demonstrates the growing focus on experiential marketing within sports betting partnerships. Rather than traditional advertising, operators are investing in practical fan services that create positive brand associations while enhancing the event-day experience.
The initiative, featuring Ken Doherty as driver, shows Midnite’s understanding of their snooker audience demographics and the value of authentic connections with sporting legends. Combined with the Midnite Maximum promotion and dedicated lounge facilities, this creates a comprehensive fan engagement strategy that extends beyond standard sponsorship visibility.
For the competitive UK betting market, such activations represent the evolution of partnership models where operators seek differentiation through fan-focused initiatives rather than purely promotional offers.
