Simba has partnered with TNT Sports as an official channel partner for its coverage of the Emirates FA Cup and the Adobe Women’s FA Cup in the UK and Ireland from the 2025/26 season.
The partnership, brokered by Sky Media, will see the mattress and sleep technology company feature across TNT Sports’ coverage of both tournaments on its broadcast channels and on discovery+. Simba will also appear across TNT Sports’ social platforms through branded content and behind-the-scenes access during key moments of the men’s and women’s competitions.
From the 2025/26 season, TNT Sports will hold broadcast rights to show more Emirates FA Cup matches live than before, along with 19 live Adobe Women’s FA Cup fixtures per season. The broadcaster’s wider football coverage includes live matches from the Premier League, UEFA Champions League, Europa League, Conference League, and Serie A.
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 world’s oldest 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.’’
