TNT Sports joins forces with Simba for FA Cup coverage in UK and Ireland

TNT Sports has roped in Simba, a sleep tech company, as an official channel partner for its coverage of the FA Cup in the UK and Ireland.

Covering both the men’s and women’s FA Cups (officially known as the Emirates FA Cup and the Adobe Women’s FA Cup, respectively), the deal will entail bespoke branded content, highlight integrations, and bespoke behind-the-scenes access for Simba. The brand will be integrated into TNT Sports’ coverage of the FA Cups as well as its digital and social media content for the same in the UK and Ireland.

The deal has been brokered by Sky Media, TNT Sports’ advertising sales partner in the region.

Kirsty Baker, Senior Director, Agency Sales, TNT Sports, commented:

“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.”