The 2025/26 ‘This Is Not Normal’ Start of Season campaign set out to showcase the incredible quality of the live football now available on TNT Sports, with over 700+ matches across the Premier League, UEFA Champions League, Europa League, Conference League, FA Cup and Adobe Women’s FA Cup. Through a bold creative platform that celebrated the extraordinary moments that make football worth watching, and a cast spanning cult heroes to global stars, we delivered a standout integrated campaign that resonates with football fans of all generations, across the UK.
Supported by £3m of paid media across TV, BVOD, Cinema, OOH and digital, plus extensive on-air, PR and partnership activation, the campaign delivered significant growth across awareness, rights comprehension and key brand KPIs. Prompted awareness among Sports Fans reached an all-time high of 74% (+5pts).
The result: a high-impact, category-defining launch that cemented TNT Sports as the home of the extraordinary.