Motorway pulls into ad fast lane with ITV Six Nations sponsorship

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.

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.