A new Sky Media collaboration will see six of Pentland’s brands – Berghaus, Canterbury, Ellesse, Endura, Mitre, and Speedo – showcased across various platforms that spans TV, on-demand, and social media.
Content will feature 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. This marks the first time these 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.
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.”
Developed in collaboration with Sky Media, Warner Bros. Discovery and EssenceMediacom North, the campaign not only brings Pentland’s brands to life through engaging ‘fandents,’ but also includes a 20-second TV ad, which will run during prime sports programming.
Social media posts across Warner Bros. Discovery’s channels will feature highlights and archive moments, designed to maximising brand visibility.
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.”
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