Pentland Brands Partners with Sky Media for Landmark TNT Sports Channel Sponsorship

In a bold new chapter, Pentland Brands has become the first ever channel sponsor of TNT Sports.

The deal will see our brands featured across the entire TNT Sports portfolio. This is the first time our brands have been part of a channel sponsorship and represents a strategic investment, driving spontaneous brand awareness and audience engagement.

In the last 12 months, TNT Sports reached 46 million people, making it the ideal home for our brands.

The multi-platform sponsorship deal will showcase six of our brands – Berghaus, Canterbury, Ellesse, Endura, Mitre, and Speedo – through a high-impact activation spanning TV, on-demand, and social media over the next three months.

Developed in partnership with Sky Media, Warner Bros. Discovery and EssenceMediaCom North, the campaign will bring our brands to life through engaging ‘fandents,’ short fan-fuelled idents capturing the passion of sports fans.

A 20-second TV ad will also run during prime sports programming, whilst high-impact social media posts across Warner Bros.  The Discovery channels will feature iconic highlights and archive moments, maximising our brands’ visibility.

Penny Herriman, our Chief Marketing Officer, commented: “We’re incredibly excited to be the first business to sponsor TNT Sports. Our pioneering brands have a rich legacy in the world of sports and strive to see people move more.

This partnership places our brands across premium, exclusive content that resonates with an engaged, relevant audience of sports fans and consumers. It will drive visibility and connect with them where consideration is high and has impact.

This is the first deal of its kind for Pentland Brands, and I look forward to working in partnership with TNT to power our brands and drive fandom.”

The campaign will extend across a wide range of TNT Sports’ premium sports content. To keep up with the social media side, head over to the Warner Bros Discovery Instagram page!