Motorway, the used car marketplace, will be the stand-alone sponsor of ITV’s Guinness Six Nations coverage for the next two years.
The deal was negotiated by media agency MG OMD and will include catch-up sponsorship on ITV Hub, digital creative executions and social support on ITV Platforms and Twitter Amplify during the rugby tournaments in 2022 and 2023.
ITV will deliver live coverage of 10 out of 15 total matches during the six-week competition which will kick off on February 5 with Ireland vs Wales in Dublin.
The 10 games ITV will broadcast include home matches for England, Ireland, Italy and France.
Simon Daglish, deputy managing director of ITV Commercial, said: “This fantastic new deal brings ITV together with an emerging major player in the market, extending their brand reach to a whole new audience and providing an opportunity for us to work with them on a comprehensive and innovative sponsorship package.”
Motorway’s creative agency is Wonderhood studios.
MG OMD told Mediatel News it was unable to share any commercial details about the sponsorship.