TNT Sports
A sonic identity that’s right by the fans
Soundscapes
, Sonic Identity
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The brief
BT Sport, the channel that has been the go-to destination for sports enthusiasts in the UK for years, has transformed into TNT Sports.
The rebrand is not only the biggest of the decade for a sports broadcaster, but also aims to become one of the most immersive sports media experiences in the country.
Our brief was to help TNT Sports cut through the noise by creating a whole new sonic identity for the channel.
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A WHOLE NEW SONIC IDENTITY
Cutting through the noise
One Dream Team
Teaming up with fellow composition studio WMP Studios, this collaboration seemed like the perfect fit given the fact that both teams have been trusted partners of BT Sport for many years.
It was truly a team effort. Fueled by TNT Sports “rip up the playbook” brand value, we combined both companies’ highly creative talent and extensive expertise within sonic branding.
Capturing the heartbeat of sports
Our teams attended the biggest sports events and fan-packed venues across the UK and Europe. We’re talking thrilling football and rugby matches, the Tour de France, Moto GP and Centre Court at Wimbledon.
There, we recorded the sounds that make these venues and sports come alive. From the electrifying sound of a crowd reacting to a penalty save to motorbikes whizzing past our microphones.
We recorded the true and unique sounds of these venues, crafting captivating rhythms and textures to add to our music composition. This is what ultimately made the brand’s sound deeply powerful.
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Creating a unique sports soundscape
TNT Sports features a variety of sports, but we wanted to highlight each sport’s unique identity while also creating a sense of unity among them, so that they all feel like they belong to the same sonic world.
With that in mind, we crafted a killer brand track, woven with catchy melodies and rhythmic concepts, that served as the foundation for six different ‘Pillar’ sports tracks.
These six tracks draw inspiration from the authentic sounds of major events in different sports showcased on the channel: Premier League, Champions League, Cricket, Combat Sports, Motorsports, and Rugby. Each track captures the essence of its respective sport or league, creating a unique yet unified sound that resonates with each viewer’s experience.
Our creative journey also kept in mind the TNT brand value of honouring the community. We celebrated British heritage by recording strings at the iconic Abbey Road Studios, and used Wembley Stadium as our sound playground to capture the perfect reverb for each track.
The outcome was the creation of a holistic sonic identity - modular and built to last.
Behind the scenes at Wimbledon 2023
More of our work
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