Pentland Brands is embracing the marketing firepower of fandom after inking a deal to become the first-ever official channel sponsor of TNT Sports

Kicking off this month, the sponsorship deal will showcase six of Pentland’s leading brands – Berghaus, Canterbury, Ellesse, Endura, Mitre, and Speedo. The brands will be promoted through a high-impact activation spanning TV, on-demand, and social media. 

The campaign debuts alongside the Nottingham Forest vs. Manchester United Premier League match and will extend across a wide range of TNT Sports’ premium sports content.

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

In addition, 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.

The sponsorship 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 the entire TNT Sports portfolio, including TNT1, TNT2, TNT3, TNT4, and TNTU. 

This deal marks the first time the brands have been part of a channel sponsorship and represents a strategic investment by Pentland to drive spontaneous brand awareness and audience engagement.

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

Karin Seymour, Director of Client and Marketing at Sky Media, added: “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.”

This landmark content partnership underlines that the power of sports fandoms as a marketing tool is only set to increase.