Midnite, the UK Betting and Casino Partner for the 2026 Johnstone’s Paint Masters, has unveiled a one-day fan engagement activation with the launch of the Midnite Shuttle, a complimentary transport service for snooker fans attending the tournament’s final day at Alexandra Palace.
Running between 11am and 1pm ahead of the afternoon session, the free shuttle will transport fans from Alexandra Palace Station to the venue, offering a practical solution to the well-known uphill walk to Ally Pally. The shuttle will be easily identifiable by Midnite’s distinctive green branding, reinforcing the operator’s growing visibility within snooker.
Adding a unique experiential element, former World Champion Ken Doherty will be taking part in the activation, giving fans the opportunity to meet the snooker legend as part of the journey. 
Since the Masters relocated to Alexandra Palace in 2012, the route from the station to the venue has become a familiar challenge for attendees. Midnite’s latest initiative is designed to remove friction from the matchday experience, while driving brand engagement through on-site interaction and app acquisition.
Fans can secure a seat by following signage at the bottom of the Ally Pally hill and scanning a QR code to download the Midnite app, integrating the activation with the operator’s wider customer acquisition strategy.
The shuttle service builds on Midnite’s broader presence at the Masters, following the success of its partnership with the World Snooker Championship. Throughout the tournament, Midnite has also been running the Midnite Maximum promotion, awarding 16 fans per session the chance to win £1,000 if a 147 maximum break is achieved.
In addition, the operator introduced the Midnite Lounge at Alexandra Palace, offering customers a dedicated space to relax between sessions and engage with promotional activity, further strengthening Midnite’s focus on premium fan experiences.
Andrew Mook, Head of Brand Marketing at Midnite, said:
“We know how challenging the walk up Ally Pally’s hill can be for fans, particularly on a big final day. The Midnite Shuttle is about making the experience easier, more enjoyable and memorable from the moment fans arrive.
“This year’s Masters has seen us double down on customer experience, from the Midnite Maximum promotion to the launch of the Midnite Lounge. Partnering that with a unique activation like this – and involving Ken Doherty – allows us to connect with snooker fans in a genuinely meaningful way.”
