TNT Sports has announced a new partnership with leading sleep technology brand Simba, marking the company’s entry into sports broadcasting sponsorship in the UK and Ireland.
Under the agreement, Simba has become the official channel partner for TNT Sports’ coverage of the Emirates FA Cup and the Adobe Women’s FA Cup from the 2025–26 season onwards.
The partnership was facilitated by Sky Media, TNT Sports’ advertising sales partner across the region.
Through the collaboration, Simba will be deeply integrated into TNT Sports’ expanded FA Cup coverage across its linear channels, the streaming platform discovery+, and TNT Sports’ social media ecosystem. The brand will feature across bespoke digital content, highlights, and behind-the-scenes storytelling, capitalising on key match moments to connect with fans through authentic performance and recovery narratives.
Commenting on the partnership, 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, added, “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.’’
Founded in the UK, Simba has become one of Europe’s leading sleep-tech innovators, offering hybrid mattresses, bedding, and accessories designed to improve recovery and wellbeing. The brand has an established footprint in professional sport through its partnership with Saracens Rugby Club, where it supports athlete performance and recovery programs.
The deal builds on TNT Sports’ long-term partnership with The Football Association (FA), which from the 2025–26 season will see the network broadcast the Emirates FA Cup in full, alongside 19 Adobe Women’s FA Cup matches each season. TNT Sports’ football portfolio also includes the Premier League, UEFA Champions League, Europa League, and Conference League, along with selected Serie A matches, delivering more than 700 live games each year.
For Simba, the agreement represents a major step in strengthening its presence within mainstream sport and expanding its consumer reach among football’s vast fan base. The FA Cup, one of the world’s oldest and most storied football competitions, continues to draw massive audiences, while the Women’s FA Cup, buoyed by Adobe’s title sponsorship, is driving new records in viewership and commercial growth.
This partnership reflects a growing shift in the sports sponsorship landscape, as lifestyle and performance-oriented brands increasingly collaborate with broadcasters to deliver purpose-driven campaigns that blend commercial value with cultural relevance.
