Motorway to co-sponsor BT Sport’s Premier League coverage

News in brief

Motorway, the used-car marketplace, will co-sponsor BT’s broadcast of Premier League, UEFA Europa League and UEFA Europa Conference League for the 2022/23 season.

The sponsorship agreement was brokered by Omnicom media agency MG OMD and Sky Media and will cover 127 live games across BT Sport’s coverage from 6 August.

The deal includes a series of whistle to whistle five and 10-second idents before games, during half-time and after games, plus sponsorship across livestreams via the BT Sport App and BT Sport website.

This partnership is expected to reach 19% or 5.70 million of the ABC1 audience and follows Motorway’s standalone sponsorship of Guinness Six Nations in 2022 and 2023 on ITV.