Motorway sponsors ITV’s Guinness Six Nations
January 18, 2022
ITV has announced that Motorway is the new stand-alone sponsor of the broadcaster’s live Guinness Six Nations coverage across 2022 and 2023.
Motorway, the UK’s fastest growing used car marketplace, will sponsor ITV’s live coverage of the tournament, encompassing broadcast sponsorship of coverage across ITV and STV.
The two-year sponsorship agreement planned and brokered by Motorway’s media agency, MG OMD, will include a comprehensive activation package, including catch-up sponsorship on the ITV Hub, digital creative executions, and social support on ITV Platforms and on Twitter Amplify for the 2022 and 2023 tournaments. Creative executions and sponsorship idents will be produced by Motorway’s creative agency, Wonderhood Studios.
As part of increased coverage of the tournament beginning this year, ITV will provide exclusive live coverage of ten of the fifteen matches during the six-week tournament, starting on February 5th with Ireland’s game against Wales at the Aviva Stadium in Dublin, which kicks off the tournament.
ITV’s ten games include all home matches of England, Ireland, Italy and France.
Lloyd Page, CMO at Motorway, said: “We’re proud to partner with ITV and bring one of the biggest sporting tournaments in the world to millions of rugby fans via our sponsorship of ITV’s live coverage of the Guinness Six Nations. After a year of outstanding growth, 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, thanks to our easy-to-use website and access to thousands of dealers in our nationwide dealer network.”
Tom Cocker, Executive Director at MG OMD, said: “We are delighted to support Motorway in their sponsorship of the upcoming Guinness Six Nations coverage on ITV. This represents the next exciting stage in the Motorway journey, to build on current successes, and drive brand fame and salience in an incredibly competitive and buoyant car selling market. Working with ITV offers a unique opportunity to connect with key audiences at scale across multiple platforms. We are incredibly excited to see it come to life. ”
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. With England, Ireland, France and Italy home games now forming our Six Nations portfolio, we’re bringing ITV viewers a wealth of superb rugby that forms part of our year of live sport in 2022.”