Guinness Six Nations coverage gets backing of used car firm Motorway

ITV’s coverage of the Guinness Six Nations rugby union tournament will again be sponsored by used car marketplace Motorway, for the third consecutive year.

Its marketing is aiming to entice rugby fans considering changing their car to sell it online via Motorway to its network of more than 5,000 car dealers.

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 continue driving awareness of our platform to a huge audience, ultimately providing our dealer partners with even greater access than ever to the best private used car stock, all in one place.”

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 Six Nations tournament.

The sponsorship kicks off with the first Six Nations game on February 2, France v Ireland, and will include whistle to whistle 10 second creative idents before games, during half-time and in post match coverage.

Featuring former England captain Lawrence Dallaglio, who is now one of  ITV Guinness Six Nations most recognisable pundits, Motorway’s brand new creative idents will bring to life the celebratory feeling of getting a great deal on Motorway. The humorous ads feature rugby fans celebrating their highest offer, at times throughout the match when they probably shouldn’t be celebrating.

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. 

As editor, Tim is responsible for the media content, planning and production of AM’s multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these. 

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