Gumtree has inked a broadcast sponsorship deal the BT Sport for its coverage of 2015/2016 Barclays Premier League matches.
It is the largest ever broadcast sponsorship deal for the classifieds website as it looks to drive awareness of its Motors Marketplace to people hunting second-hand cars.
The idents will feature during the opening, breaks and closing credits of all 38 Barclays Premier League live matches on BT Sport as well as all repeats, preview and review programmes.
It will also be activated across BT Sport’s broadcast, online and mobile app platforms, cross-promoted on Gumtree's owned platforms as well as activated via social media competitions throughout the football season.
Hannah Wilson, head of marketing at Gumtree said: “BT Sport has a fantastic reputation for its thorough and innovative coverage of the Barclays Premier League so it goes without saying that it’s an absolute delight for Gumtree to be able to partner with BT Sport for the 2015/2016 season to promote our Motors marketplace.”
This is the second major sponsorship for Gumtree this year, following on from the partnership with Celebrity Big Brother in January to promote its Home & Garden section.
Both deals were managed by media agency the7stars while PR firm Manifest London - first appointed to handle the Big Brother activation - has been retained to promote the Premier League activity.
The BT sponsorship will begin on 8 August.