Motorway to sponsor BT Sport’s broadcast coverage of the Premier League and UEFA Europa League

    • Jennifer Reeves
    • 22nd July 2022

    Motorway, the UK’s fastest growing used car marketplace will co-sponsor BT’s broadcast coverage of the Premier League, the UEFA Europa League and the UEFA Europa Conference League. 

    The sponsorship agreement brokered by Motorway’s media agency, MG OMD, and Sky Media, will span 127 live games across BT Sport’s coverage of the 2022 / 2023 season with the first game on the 6th August. The sponsorship will include a comprehensive activation package, including a series of whistle to whistle 5 and 10 second idents before games, during half-time and after games, as well as sponsorship across live streams through the BT Sport App and BT Sport website.

    Motorway’s partnership with BT Sport is projected to reach 19% (5.696m) of the ABC1 audience and marks Motorway’s second major sponsorship of live sports coverage, following their recent sponsorship of the Guinness Six Nations coverage across 2022 and 2023.

    Lloyd Page, CMO at Motorway, said: “We’re proud to partner with BT Sport and to play a role in bringing not just the beautiful game, but some of the most exciting football leagues in the world, to millions of football fans via our sponsorship of BT’s coverage of the Premier League, UEFA Europa League and UEFA Europa Conference League. With record numbers of motorists selling their cars online through Motorway this year, this sponsorship gives us an incredible opportunity to continue driving awareness of our platform – and help even more car owners sell their cars 100% online for a great price, to our nationwide network of thousands of dealers.”

    Jeremy Rosenberg, Account Director, Advertising Partnerships BT Sport said: “We are delighted that through our work with Sky Media, we have partnered with Motorway to sponsor on BT Sport the broadcast coverage of the Premier League, the UEFA Europa League and UEFA Europa Conference League. It is fantastic to have a new brand to partner across our channels.”

    Tom Cocker, Executive Director at MG OMD said: “We are thrilled to be supporting Motorway with their sponsorship of the Premier League on BT Sport. Following the acceleration of Motorway’s growth over the past year, this is the perfect partnership to help us continue to build brand awareness and fame with one the nation’s favourite football competitions. We look forward to the year ahead working with BT and Motorway on this exciting new partnership.”


    Notes to Editors

    About Motorway

    Motorway is the UK’s fastest-growing used car marketplace. We connect people selling their car directly with our network of more than 5,000 verified car dealers, matching each seller on our platform with the dealer who most wants to buy their car. We help car owners sell their cars 100% online for the best price in as little as 24 hours, with their car collected from home for free, while supporting our car dealer partners to easily acquire the best used car stock.

    About MG OMD

    MG OMD is a media agency that offers clients unprecedented insight, specialism, security, and transparency. We are focused on creating difference that matters for our clients by delivering innovative, effective and award-winning work and campaigns.

    We were recently named Campaign’s Global Agency of the Year 2022, Thinkbox’s TV Planning Agency of the Year 2022 and MediaWeek’s Agency of the Year for 2021. With our OmniGOV team also being named as Campaign’s Agency Team of the Year for 2021. MG OMD is also the most awarded agency in the history of the IPA Effectiveness Awards and Thinkbox’s TV Planning Awards.

    However, we wouldn’t be here without our biggest point of pride, our people; and we are proud to be the only networked media agency to have been listed in Campaign’s Best Places to Work every year since it began five years ago.

    About Sky Media 

    Sky Media is the advertising sales arm of Sky, helping businesses of all shapes and sizes to grow. Through world-class premium content & channels, combined with market leading data-driven innovations like AdSmart, Sky Media gives brands access to audiences wherever they are, however they watch. 

    Reaching over 93% of the UK population, Sky Media represents over 130 channels including all of Sky’s quality channels and sites including Sky Sports, Sky News, Sky Max, Sky Showcase, Sky Cinema, Sky Arts, Sky Atlantic, Sky Crime, Sky Comedy, Sky Witness, Sky Nature, Sky Documentaries and Sky HISTORY. Sky Media also sells on behalf of a range of renowned broadcasters including Paramount (Channel 5, MTV, Comedy Central), Warner Bros. Discovery, GREAT!, A+E Networks, AMC Networks and BT Sport. 

    As Europe’s leading direct-to-consumer media and entertainment company and owned by Comcast NBCUniversal, Sky Media has a truly global footprint. So whether local, national or international, new to TV, a startup looking to scale quickly or an established brand; Sky Media’s award-winning solutions deliver for brands.