Midnite X The Blades Salon

Midnite, the principal partner for Sheffield United for the 2025/26 season, wanted to bring fans closer to the team they love through exciting partner initiatives.

After a tough 2025 for Sheffield United, which saw the club suffer Wembley heartache in the Championship play-off final and a challenging start to the following season, PBPR executed a campaign to boost morale among Blades fans to start 2026 the right way.

Press Box PR created The Blades Salon where the team took over a barbershop in the heart of Sheffield for an afternoon to give Sheffield United fans a free haircut to emphasise the fresh start to the new year.

PBPR made use of Midnite’s contractual access to Sheffield United’s first-team players by having two Blades stars - Michael Cooper and Callum O’Hare - appear in the barbershop, with the pair even having a go on the clippers themselves.

PBPR organised media interviews with the two first-team players, which resulted in widespread national and regional Midnite-branded coverage.