Pentland Brands has secured a major deal to become the first-ever official channel sponsor of TNT Sports, marking a bold new chapter for its portfolio of iconic brands.

Starting today, this exciting collaboration will showcase six of Pentland’s leading brands – Berghaus, Canterbury, Ellesse, Endura, Mitre, and Speedo – through a high-impact activation spanning TV, on-demand, and social media. The campaign debuts alongside the Nottingham Forest v 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 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.

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 the entire TNT Sports portfolio, including TNT1, TNT2, TNT3, TNT4, and TNTU. This marks the first time these iconic brands have been part of a channel sponsorship and represents a strategic investment by Pentland to drive spontaneous brand awareness and audience engagement. In the last 12 months, TNT Sports reached 46 million people, making it the ideal home for Pentland's brands.

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

Mike Rich, Group SVP Ad-Sales and Brand Partnerships, UK & Ireland and International, Warner Bros. Discovery Sports Europe: “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."

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.”

Jenny O’Sullivan, Client Partner at EssenceMediacom North added: “EssenceMediacom North is proud to build on our longstanding partnership with Pentland following on from the successful ICONS campaign featuring Liam Gallagher, now launching their first official sponsorship with TNT Sports, spotlighting six of their iconic brands. This dynamic collaboration will feature captivating idents, impactful linear spots and accompanied by engaging social media activity. It’s an exciting milestone for Pentland as they continue to innovate and connect with their audience through fresh, multi-platform strategies.”