In a significant development for both the sports broadcasting and business finance sectors, TNT Sports has officially announced Funding Circle as its first-ever official business finance partner. This groundbreaking collaboration, launching today, October 24, 2025, will see the UK’s leading SME finance platform, Funding Circle TNT Sports, integrated across TNT Sports’ extensive live sports coverage, particularly within its Gallagher Premiership Rugby programming.
Funding Circle TNT Sports: A New Era of Sports Sponsorship for Business Finance
The partnership marks a pioneering step for TNT Sports, signaling a strategic intent to deepen commercial relationships with key players in the financial services industry. Funding Circle TNT Sports, known for its commitment to backing small and medium-sized enterprises (SMEs) across the United Kingdom, will gain prominent visibility through in-show brand integrations and bespoke co-branded television commercials. These commercials are set to feature members of TNT Sports’ recognizable on-air talent, further enhancing their impact and reinforcing the Funding Circle TNT Sports connection.
Mike Rich, Group SVP of Ad-Sales and Brand Partnerships at Warner Bros. Discovery (the parent company of TNT Sports), highlighted the strategic importance of such alliances. “Partnerships such as this power our sports storytelling and help us to invest in producing the best quality product that better connects with fans,” Rich stated. “It is a testament to the strength and depth of our sports content portfolio that we can attract world-leading partners such as Funding Circle. Funding Circle will benefit from access to one of the most engaged sports audiences anywhere in the United Kingdom and Ireland through this Funding Circle TNT Sports agreement.”
Funding Circle Rugby: Building on a Foundation
This new venture with TNT Sports represents an evolution of Funding Circle’s existing deep-seated connection with rugby. Previously, the company served as a prominent sponsor for Premiership Rugby, recognizing the strong alignment between rugby enthusiasts and the SME owner demographic. Alexander Allen, UK Managing Director at Funding Circle, emphasized that this expanded partnership transcends mere sponsorship, highlighting the significance of the Funding Circle TNT Sports relationship.
“Our new partnership marks a significant moment for Funding Circle,” Allen commented. “This isn’t just about strengthening our commitment to Gallagher Premiership Rugby; the partnership broadens our association across the entire rugby landscape, including the Quilter Nations Series, and simultaneously brings our brand to new, diverse audiences across TNT Sports’ world-class portfolio, from the Premier League to the Ashes. This Funding Circle TNT Sports alliance amplifies our message.”
Funding Circle’s brand proposition, “Business finance that backs you,” is expected to resonate strongly with TNT Sports’ viewership, which includes hundreds of thousands of business owners and decision-makers throughout the United Kingdom. This move is anticipated to drive significant brand awareness and reinforce Funding Circle’s position as a key financial ally for businesses, solidifying the Funding Circle TNT Sports partnership.
TNT Sports’ Expanding Content and Partnership Landscape
The collaboration arrives during an exceptionally busy autumn period for TNT Sports, which is gearing up to broadcast a wealth of major sporting events. This includes exclusive coverage of the Quilter Nations Series rugby matches, ongoing Premier League fixtures, and the upcoming NRMA Ashes Series cricket. TNT Sports offers a comprehensive sports portfolio, encompassing the UEFA Champions League, MotoGP, and various tennis tournaments, with discovery+ serving as its primary streaming platform in the UK. This Funding Circle TNT Sports deal is a key part of their sports broadcasting deals.
This deal also aligns with TNT Sports’ broader strategy to enhance its commercial offerings and audience engagement. Recent news from the broadcaster includes a multi-year media rights partnership with the professional women’s basketball league, Unrivaled, and plans to launch its own direct-to-consumer app in the near future. These moves underscore TNT Sports’ ambition to solidify its presence and appeal across diverse sports and viewing platforms, making the Funding Circle TNT Sports partnership a cornerstone.
A Strategic Alliance for Business Growth
The partnership is designed to leverage the expansive reach and passionate following of live sports to connect Funding Circle directly with potential clients. By integrating its brand into the fabric of TNT Sports’ most popular content, Funding Circle aims to underscore its role as a supportive partner for businesses navigating their own defining moments. This collaboration is more than just a sponsorship; it is a business finance partnership designed to foster mutual growth and amplify the stories of businesses succeeding both on and off the pitch, reflecting a growing trend in how broadcasters and financial institutions are connecting with audiences in the United Kingdom, with Funding Circle TNT Sports leading the way.
Bobby Breen, Partnerships Account Manager at PHD, which was involved in brokering the deal, described it as “groundbreaking” and “a first of its kind that brings together the power of sport and small business finance UK.” This Funding Circle TNT Sports initiative is set to drive business growth finance for many.
