Used car marketplace Motorway has renewed its sponsorship of TNT Sports’ coverage of the Premier League, the UEFA Europa League and the UEFA Conference League for the third year running.
The new two-year agreement, planned by media agency MG OMD, will see a new series of idents launched starring former Glasgow Rangers and Scotland star turned TNT Sports commentator Ally McCoist.
Forming part of the brand’s ongoing ‘It’s not magic. It’s Motorway’ creative platform, the films will look to connect the emotional highs of football with the ‘ease’ of selling to Motorway’s dealer network.
“We’re excited to be sponsoring TNT Sports coverage of the Premier League, UEFA Europa League and UEFA Conference League for the third consecutive year, leveraging our new “It’s not magic. It’s Motorway” creative platform to tap into one of the most watched and talked-about sports fixtures in the UK,” said Naomi Walkland, CMO at Motorway.
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“Our new series of idents show that with Motorway, selling your car to our network of dealers can feel like making the impossible, possible. Just like that winning goal, or unexpected result, selling a car with Motorway is a moment worth celebrating.
She continued: “It might feel like magic – but really, it’s our smart technology and great service transforming a difficult process into something that feels simple and even joyful.”
The creative will run across the span of the football season from August to May. Kicking off with Aston Villa v Newcastle United which aired on Saturday (16 August), the five, ten and 15-second idents will run throughout the sponsorship breaks surrounding coverage of the games.
