TNT Sports
TNT Sports:
Right by the fans.
We partnered with BT Group and Warner Bros. Discovery to launch TNT Sports, a bold rebrand of BT Sport and a strategic move to redefine the role of sport in culture. Designed to challenge convention and champion fan passion, TNT Sports is a visceral, emotive brand built to deepen engagement, shift perceptions and lead in a saturated market.
Ripping up the playbook.
TNT Sports flips the traditional broadcast model, shifting power from studios to supporters. “Right by the fans” became the brand’s rallying cry. a promise to stand with fans and act in their best interests. This philosophy shaped every part of the identity, celebrating the richness of sporting culture and its power to unite.
Sport is Life, Fans are Everything.
The process was raw and real. unfiltered and unapologetically true to life. We hit the road, meeting fans where sport lives: in the stands, at the pub, on the sofa, and pitchside. Every chant, cheer, and heartbreak moment was captured to reflect the spirit of fandom in its purest form. These aren’t actors, they’re real people living the highs and lows that make sport more than entertainment. From the buzz of match day to the quiet devotion of lifelong supporters. It's messy, emotional, powerful. and that’s exactly the point.
A New Symbol for Fan Culture.
The TNT Sports name was a blank canvas for British audiences, so we filled it with new spirit. At the heart of the identity is The Viewfinder: a dynamic graphic device born from the two Ts in the logo. It frames every facet of sport on and off the pitch, magnifying emotion, sparking opinion, and spotlighting data. A set of motion behaviours fuels its energy, turning every moment into a deeper story.
From Stats to Story.
Beyond representing the spirit of fans and sport, WE enhanced the way sporting coverage is delivered by developing a suite of UI elements with an editorial approach to data. The information is augmented through the digital space, creating a UI landscape that fully immerses fans in match data. It’s where the intuitive nature of The Viewfinder comes to life, using gestural motion to navigate the graphic system and deliver more insights and data than ever before. The system ranges from small moments like innovative “off-clock” data, to walkthrough moments that call out key player stats.
Voice of the Fans.
To give TNT Sports a voice as dynamic as its audience, we created a typographic system that speaks with range and confidence. Developed with F37, the combination of bold sans and expressive serif styles allows the brand to shift seamlessly between moments of data-driven precision and emotional storytelling always with a clear, fan-first tone.
Human at Heart, Sport in Soul.
Breaking from corporate convention, the brand champions the raw energy of fan culture through a warm, tactile identity that puts people at its core. it invites fans into a richer, more exciting experience. one that looks, feels and plays like nothing else.
"we are proud to have put fans at the very heart of our BRAND. We have achieved an unapologetically bold and contemporary ATTITUDE AND SPIRIT.”