Simba joins TNT Sports for FA Cup sponsorship in the UK and Ireland

Simba, a UK-based sleep technology brand, has joined TNT Sports as the official partner for coverage of the Emirates FA Cup and Adobe Women’s FA Cup, beginning with the 2025–26 season. The partnership integrates Simba across TNT Sports’ linear channels, streaming service discovery+, and social media platforms, providing opportunities for targeted fan engagement and brand visibility throughout the football season.

The collaboration, brokered through Sky Media, places Simba at the centre of TNT Sports’ expanded FA Cup coverage, allowing the brand to feature in bespoke digital content, match highlights, and behind-the-scenes storytelling. Simba aims to align its performance and recovery-focused messaging with key moments in the competition, connecting with audiences across both men’s and women’s football in the UK and Ireland.

Kirsty Baker, Senior Director of Agency Sales at TNT Sports, said the partnership amplifies the visibility of clubs across the full football pyramid, from grassroots to elite level, while reinforcing TNT Sports’ commitment to delivering engaging, culturally relevant football content.

Jon Moore, Simba’s Marketing and Ecommerce Director, highlighted the alignment between the FA Cup’s prestige and the company’s mission to promote recovery and wellbeing. Simba, founded in the UK, has a footprint in professional sport through its partnership with Saracens Rugby Club, supporting athlete performance programmes, and now enters the football broadcasting sponsorship sector with a major UK and Ireland audience reach.

The FA Cup deal builds on TNT Sports’ existing portfolio, which includes Premier League, UEFA Champions League, Europa League, and Conference League coverage, with more than 700 live matches broadcast each year. 

Explore the full details of Simba’s FA Cup partnership and the strategic opportunities it presents for brand integration across sports broadcasting in the complete story.