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 is the retained PR agency of Midnite.

We 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.