Pentland Brands sponsors TNT Sports

Pentland Brands has become the first official channel sponsor of TNT Sports, marking a new chapter for its portfolio of brands.

The partnership will showcase six of Pentland’s brands – Berghaus, Canterbury, Ellesse, Endura, Mitre, and Speedo – across TV, on-demand, and social media platforms.

The campaign launches alongside the Nottingham Forest v Manchester United Premier League match and will extend across TNT Sports’ premium sports content.

The sponsorship creative features TNT Sports fans immersed in live sporting action, with tailored straplines aligning each brand to its sporting passion: Mitre with football, Canterbury with rugby, Ellesse with tennis, Endura with cycling, Speedo with swimming and Berghaus with hiking.

The three-month deal will see Pentland’s brands featured across TNT Sports’ portfolio, including TNT1, TNT2, TNT3, TNT4, and TNTU. In the last 12 months, TNT Sports reached 46 million people.

Developed in collaboration with Sky Media, Warner Bros. Discovery and EssenceMediacom North, the campaign brings Pentland’s brands to life through engaging ‘fandents,’ short fan-fuelled idents capturing the passion of sports fans.

Complementing this, a 20-second TV ad will run during prime sports programming, while high-impact social media posts across Warner Bros. Discovery’s channels will feature iconic highlights and archive moments, maximising brand visibility.

Penny Herriman, Chief Marketing Officer at Pentland Brands, said, “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.”

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