Online car market place Heycar has secured a new deal to sponsor TalkSport’s coverage of this season’s UEFA Champions League.
The partnership will see the brand embed its ‘feel good’ positioning to fans of the club competition, the automotive retail marketing platform said.
The deal includes co-branded promotional ads across the TalkSport network and sponsorship of all live commentary, previews and reviews.
Heycar said the partnership will give it a platform to reach its key-car buying demographic of “ABC1 men”.
Tracy Woods, chief marketing officer at Heycar, said: “At Heycar we’re relentless in our drive to find ever more ways to connect with the car-buying audience.
“Partnering with broadcasters on their coverage of iconic sporting events has proved a winning combination – allowing us to elevate our message to increasing numbers of people that buying a car through Heycar offers the ultimate feel-good experience.
“As the world’s biggest sports radio station – we are absolutely delighted to partner with TalkSport for their coverage of the jewel in the crown of club tournaments – The UEFA Champions League. It provides us the perfect means to communicate directly with our core target audience.
“This season’s competition has already gotten off to a flyer. We can’t wait to follow all the thrills and spills all the way until the final next May.”
The deal follows a string TV sponsorships announced by Heycar this year, including being the official sponsor of 2021’s Roland Garros coverage on ITV and the offical broadcast sponsor of last season’s Emirates FA Cup on BT Sport.
David Wilcox, sales director at Wireless, said: “TalkSport is the world’s biggest sports radio station, with more than 3 million listeners, so we are well placed to connect brands with large and affluent audiences.
“Our listeners consume over 8 million hours of TalkSport listening in the car every week, and the network has one of the highest in-car listening proportion in radio, so Heycar is a perfect commercial partner for our listeners.”
The activity is live and will continue for the tournament which concludes in May 2022.