Heycar Brings The Feelgood To Football With BT Sport FA Cup Partnership
Online car marketplace heycar is accelerating its awareness drive by becoming the official broadcast sponsor of this season’s Emirates FA Cup on BT Sport
The exclusive deal – brokered by Sky Media and PHD – will see the brand seek to further embed its ‘feelgood’ positioning among the millions of passionate football fans who tune in to support their teams in the game’s oldest and most cherished competition.
The partnership will see heycar sponsor all of BT Sport’s FA Cup broadcast coverage as well as live streams across App and online.
It is supported by an integrated campaign spanning media and digital that aims to bring the romance of the FA Cup to life despite fans not being able to be there in person.
The activity launches with this weekend’s fourth round action.
In a media first – heycar will unveil a giant 45m x 5m banner outside Wycombe Wanderers’ Adams Park home ground for their mouth-watering clash with Spurs on Monday night. heycar branding will also feature on perimeter boards and broadcast idents.
The creative – designed by Atomic – will consist of three separate heycar FA Cup executions featured across broadcast. Over the course of the activity, there will be amplification across social media and PR that will be handled by integrated agency Democracy.
This will include a PR-driven story-telling campaign and digital campaign where fans are invited to vote for the ultimate footy chant.
Tracy Woods, Chief Marketing Officer at heycar, said: “There is something uniquely special about the FA Cup.
“The passion, the drama, the upsets, the plucky underdogs going for glory against the giants of the game all combine to make it unmissable viewing for every fan.
“While the nation remains in lockdown, it offers some much-needed real feelgood moments – which fit perfectly with the heycar brand.
“Our partners at PHD, Sky, Atomic and Democracy have proved to be a winning team as we embark on this exciting journey with BT Sport to drive awareness for the brand within this core target segment.”
Jeremy Rosenberg, Account Director of Advertising Partnerships at BT Sport, said: “We are delighted to have heycar become the broadcast sponsor of the Emirates FA Cup on BT Sport and to bring the fun and passion into such a historic competition.”
Sarah Jones, Director of Planning at Sky Media, said: “We are excited to join heycar on their first-ever journey with TV sponsorship. With our partners at BT Sport, we have truly become the home of sport and the FA Cup is the perfect platform for them to experience the halo effect and brand building power of broadcast sponsorship.”
heycar launched in 2019 with a determination to raise the bar in the used car industry. Buyers can browse and find their next car with ease from more than 90,000 vehicles on the site from 3,400 UK dealerships.
All cars are under eight years old, have less than 100,000 miles on the clock and all used cars come with a warranty and 10-day money back guarantee for complete peace of mind. www.heycar.co.uk
BT Sport is the place to watch all the Emirates FA Cup action this season, with more live coverage and highlights than anywhere else, from the opening rounds right through to the final.
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