Motorway announces sponsorship of ITV’s 2024 Guinness Six Nations broadcast coverage

    • Jennifer Reeves
    • 26th February 2024

    London, 1st February 2024Motorway, the UK’s fastest growing used car marketplace, has today announced it will sponsor ITV’s broadcast coverage of the Guinness Six Nations, for the third consecutive year.

    Motorway’s sponsorship will feature brand new creative idents, featuring one of rugby’s most well known former players and ITV Guinness Six Nations pundits, Lawrence Dallaglio. 

    The new creative idents dramatise the feeling Motorway sellers have, when they sell their car on Motorway, for more money. The humorous ads feature rugby fans celebrating their highest offer, at times throughout the match when they probably shouldn’t be celebrating!

    Click here to watch the idents

    In one of four new creative idents, we see a team gathered in the locker room during halftime. The players look tired and downhearted, as they stare at the ground. The coach looks to motivate them with an impassioned speech. A phone ‘dings’ with a notification and we see one player excitedly cheering at his phone. He’s received his highest offer from Motorway, with a prompt to ‘Confirm Offer’. Just as he accepts the offer, we see ITV pundit Lawrence Dallaglio step out from the showers. In nothing but a yellow towel, Dallaglio reports, ‘Oh yeah he’s winning!’ The film ends with “Guinness Six Nations coverage, sponsored by Motorway”.

    The sponsorship agreement, planned and brokered by Motorway’s media agency MG OMD, will span 10 live games across ITV’s coverage of the 2024 tournament. The sponsorship kicks off with the first game on 2nd February, France v Ireland and will include a comprehensive activation package, with the whistle to whistle 10 second creative idents before games, during half-time and in post match coverage.

    This partnership continues Motorway’s sponsorship of primetime sports coverage, following their sponsorship of TNT Sports’ broadcast coverage of the Premier League for the 2023/2024 season. 

    Rachael Halliday, Brand Director of Motorway, said: “We’re proud to be sponsoring ITV’s coverage of the Guinness Six Nations for the third consecutive year. As one of the most watched and talked about sports fixtures in the UK, it’s a prime spot for Motorway to be driving awareness and consideration as the definitive way to sell a car for more money. 

    “This year we’ve created a series of creative idents, which bring to life the celebratory feeling when you sell your car for more money – a feeling shared with rugby fans when their team scores the winning try. With this high reach sponsorship, we hope to help even more car owners sell their cars online for more money, to our nationwide network of thousands of dealers.”

    Simon Daglish, Group Commercial Director, ITV said: “2024 is a big year for sport at ITV, and so we can’t wait for the Six Nations tournament next month. We’re delighted to partner with Motorway on such a high calibre sporting event for the third consecutive year.”


    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.