Motorway announces sponsorship of TNT Sports’ broadcast coverage of the Premier League and UEFA Europa League

    • Jennifer Reeves
    • 11th August 2023

    London, 11th August 2023Motorway, the UK’s fastest growing used car marketplace, has today announced it will sponsor TNT Sports’ broadcast coverage of the Premier League, the UEFA Europa League and the UEFA Europa Conference League. 

    Motorway’s sponsorship will feature brand new creative idents, featuring much loved former players and TNT Sports’ pundits, Peter Crouch and Joe Cole.

    Motorway’s nationwide network of dealers compete to give car seller’s their best price. The new creative idents dramatise the best price feeling sellers get when they sell their car on Motorway, by using famous football celebrations, including Peter Crouch’s robot and the Mbappe knee slide.

    The two year sponsorship agreement, planned and brokered by Motorway’s media agency, MG OMD and Sky Media, will span more than 200 live games across TNT Sports’ coverage of the 2023/2024 and 2024/2025 seasons. The sponsorship kicks off with the first game on the 12th of August, Arsenal v Nottingham Forest, and will include a comprehensive activation package, with the new whistle to whistle 5, 10 & 15 second creative idents before games, during half-time and after games, as well as sponsorship across live streams through the discovery+ app.

    In the first year, Motorway’s partnership with TNT Sports is projected to reach 22% of the ABC1 audience and marks Motorway’s continued sponsorship of major live sports coverage, following their sponsorship of BT Sport’s coverage of the Premier League for the 2022/2023 season and their recent sponsorship of ITV’s coverage of the Guinness Six Nations across 2022 and 2023.

    Lloyd Page, CMO of Motorway, said: “At Motorway, our network of dealers continues to compete to give car sellers their best price – now with more cars in our daily online sale, than ever before. Driving awareness and consideration of Motorway, as the definitive way to sell a car, by sponsoring one of the most loved and widely watched games, continues to be a perfect match for our business. This year we’ve created a series of creative idents, which bring to life the deals worth celebrating, combining the celebrations of both the world of football and when everyday car owners receive their best price through Motorway. We hope to help even more car owners sell their cars online for a great price, to our nationwide network of thousands of dealers.”

    Tom Cocker, Executive Director at MG OMD, said: “We are delighted to work with our fantastic client, Motorway and media partners, Warner Bros Discovery and Sky Media to once again sponsor live, whistle to whistle coverage of the nation’s favourite football tournaments –  The Premier League and Europa League on TNT Sports. Building on our successful two year partnership, we are excited to help further fuel Motorway’s rapid growth journey as the definitive way to sell your car through a truly integrated sponsorship, including new idents featuring talent, which will allow us to engage and drive salience among key audiences at scale.” 


    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 a great 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 using media to unlock our clients’ competitive advantage, delivering innovative, effective and award-winning work and campaigns that create difference that matters.

    MG OMD is the most awarded media agency in both the history of the IPA Effectiveness Awards and Thinkbox’s TV Planning Awards and is currently Media Week’s Agency Partner of the Year for the third consecutive year and Thinkbox’s TV Planning Agency of the Year for the second year running.