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Future of TV Rugby ITV

Motorway pulls into ad fast lane with ITV Six Nations sponsorship


By John Glenday, Reporter

January 18, 2022 | 3 min read

Motorway, a used car marketplace, is building brand recognition the old-fashioned way by sponsoring ITV’s live coverage of the Guinness Six Nations through this year and next.


Used car app Motorway will sponsor the ITV Six Nations over the next two years

The two-year deal to build the brand over the medium term will see it enjoy broadcast coverage across ITV and STV in addition to a digital presence on ITV Hub, as well as a push on the broadcaster’s social channels.

Brokered by media agency MG OMD, the campaign will reach viewers through a parcel of custom creative executions and idents crafted by Wonderwood Studios.

Lloyd Page, chief marketing officer at Motorway, said: “This sponsorship gives us a fantastic opportunity to continue driving awareness of Motorway as the best way for people to sell their car for free.”

Simon Daglish, deputy managing director of ITV Commercial, added: “This fantastic new deal brings ITV together with an emerging major player in the market, extending their brand reach to a whole new audience and providing an opportunity for us to work with them on a comprehensive and innovative sponsorship package.”

The sports marketing tie-up guarantees exposure for Motorway during 10 matches of the six-week tournament, kicking off with a clash between Wales and Ireland in Dublin on February 5.

It comes as the broadcaster looks to expand its sponsorship opportunities, as The Drum explored.

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