SIMBA PARTNERS WITH TNT SPORTS IN THE UK AND IRELAND
TNT Sports announces the sleep tech company Simba as an official channel partner for its coverage of the Emirates FA Cup and the Adobe Women’s FA Cup from the 2025/26 season. The deal was brokered by Sky Media, TNT Sports’ advertising sales partner in the UK and Ireland.
The award-winning mattress and sleep accessories brand will be integrated into TNT Sports’ expanded FA Cup coverage across its linear channels and its streaming platform discovery+, appearing throughout the season through emotional storytelling around iconic sporting moments.
Simba will also feature across TNT Sports’ social platforms, leveraging key moments from both the men’s and women’s tournaments to drive engagement and visibility through bespoke branded content, highlight integrations, and benefitting from exclusive behind-the-scenes access.
Kirsty Baker, Senior Director, Agency Sales, at TNT Sports, said: “We’re thrilled to welcome Simba on our FA Cup journey on TNT Sports this season. This partnership places Simba at the heart of our storytelling around the most historic domestic cup competition, celebrating true cultural moments that transcend sport and engage huge audiences each year.
"Our landmark broadcast agreement with the FA enables us to offer greater visibility to clubs across the entire men’s and women’s football pyramid in the UK and Ireland, from grassroots through to elite level. Together with Simba, we’re proud to champion the continued growth of the game and will bring the magic of the FA Cup and Women’s FA Cup to more fans than ever before.”
Jon Moore, Marketing and Ecommerce Director at Simba, said: “We’re delighted to partner with TNT Sports on its FA Cup and Women’s FA Cup coverage this season. The competition holds an iconic place in British sporting culture and history, bringing together players and fans from every level of the game.
"At Simba, we understand the importance of rest and recovery in achieving peak performance, and we’re proud to see our brand associated with this celebration of excellence. This partnership allows us to celebrate both the magic of the cup and the role sleep plays in helping people be at their best, on and off the pitch.’’
Through a long-term partnership with the FA, from the 2025-2026 season, TNT Sports is the home of the Emirates FA Cup in addition to showing 19 Adobe Women’s FA Cup matches each season. Its world-class football offer includes more than 700 live matches each season from the world’s greatest competitions including the Premier League, UEFA Champions, Europa and Conference League as well as selected Serie A matches.
HOW TO WATCH TNT SPORTS
TNT Sports is available across all major TV platforms including EE TV, Sky and Virgin Media. discovery+ is the streaming destination for TNT Sports in the UK, presenting many of the world’s most celebrated sports events live together with an extensive selection of original documentaries.
Contacts
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