Online car marketplace heycar is to co-sponsor Sky Sports’ coverage of the PGA Tour and the European Tour as part of a drive to showcase its brand to golf fans.
Brokered by PHD, the deal will see heycar become the co-sponsor of Sky Sports coverage of the PGA Tour, World Golf Championships and European Tour, plus solus sponsor of the 2-5pm Sky Sports News.
The activity follows on from heycar’s season as the official broadcast sponsor of The Emirates FA Cup on BT Sport.
Tracy Woods, Chief Marketing Officer at heycar, commented: “As a nation, nothing unites us like our collective passion for sport. It has provided a vital respite during the challenges we’ve all faced over the past twelve months. And this summer is set to bring a wealth of events including the European and PGA Tours, not to mention the European Championships and The Olympics.
“At heycar we are delighted to have reached so many passionate football fans through our sponsorship of Emirates FA Cup coverage on BT Sport. But now we want to drive our brand awareness even further during the next six months and reach more of our core target audience.
“Partnering with an iconic broadcaster in Sky Sports News, at the same time as the renowned European Tour and PGA Tour allows us to do just that.”
Sarah Jones, Director of Planning at Sky Media, said: “This is the third time that Sky Media will be partnering with heycar and we’re delighted to have them back on board. This partnership with Sky Sports’ coverage of golf and Sky Sports News is the perfect way for heycar to reach a new and incredibly passionate golf audience, raising the bar once again and reinforcing their feel-good online car marketplace positioning.”
The three sponsorship deals will see heycar’s feel good marketing theme carried forward through idents across linear, TV Video-On-Demand and Sky Go. The activity for the two golf tours is live from April 22 and will run until the end of the year.
The sponsorship with Sky Sports News begins in July and will see heycar sponsor its weekday afternoon output until the end of the year.