Pentland Brands, parent company of leading UK brands such as Berghaus, Mitre and Ellesse, has become TNT Sports’ ‘first-ever’ official channels sponsor.
As part of the sponsorship and marketing three-month agreement, the aforementioned Pentland companies, along with Canterbury, Endura and Speedo, will be showcased across TNT Sports’ UK-facing channels through various media means.
The campaign will kick off tonight (1 April) on the TNT Sports 1 channel during the Premier League matchup between Nottingham Forest and Manchester United. Pentland will gain exposure through on-demand TV advertising and social media campaigns.
Penny Herriman, Chief Marketing Officer at Pentland Brands, said: “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.”
A focused, tailored approach
Developed in collaboration with Sky Media, Warner Bros. Discovery and EssenceMediacom North, Pentland Brands will tailor its company’s sport-adjacent products to relevant TNT Sports content offerings.
For example, the company confirmed as part of its sponsorship creative initiative on TNT Sport, it will aim to produce 20-second TV ads tailored to the relevant audiences, such as Mitre to football, Canterbury to rugby, Ellesse to tennis, and Endura to cycling.
The campaign aims to bring Pentland’s brands “to life through engaging ‘fandents,’ short fan-fuelled idents capturing the passion of sports fans”, while social media posts across Warner Bros. Discovery’s channels will also feature highlights and archive moments, maximising its brand visibility.
Katie Coteman, GVP, Head of Advertising and Partnerships at Warner Bros. Discovery, UK & Ireland, added: “We’re delighted to partner with Sky Media and EssenceMediacom to welcome Pentland as the official channel sponsor of TNT Sports.
“TNT Sports promise is to do right by the fans, offering the greatest variety of world-class sport anywhere while telling the stories of the world’s greatest athletes and competitions. This sponsorship strategically connects each of Pentland brands with its sporting passion, from football to rugby, tennis to cycling, swimming to hiking… Each of Pentland brands is seamlessly interweaved into our unmissable moments on TNT Sports.”
The three-month deal will see Pentland’s brands featured across the entire TNT Sports portfolio, including TNT1, TNT2, TNT3, TNT4, and TNTU. This marks the first time these brands have been part of a channel sponsorship and represents a strategic investment by Pentland to drive brand awareness and audience engagement.
The sponsorship and marketing agreement comes shortly after TNT Sports announced it joined the new Sky Marketplace alongside Sky Sports, a live sports advertising platform that seeks to create new opportunities for brands/companies – like Pentland – to create new and creative advertisement and sponsorship packages.
Karin Seymour, Director of Client and Marketing at Sky Media, concluded: “Sport is at the heart of UK culture and nothing engages or gets us talking quite like the teams and athletes we passionately follow.
“By harnessing this partnership across their entire portfolio, Pentlands will create meaningful connections between fans and their brands through must-watch, talked-about content.”
