Manifest London, which became Gumtree's first retained PR agency in April, is handling comms activity to promote the tie-up and plans to provide more information about advertising in the coming weeks.
PRWeek understands idents promoting Gumtree Motors are currently being produced by BT's in-house creative agency. From 8 August, these will feature during the opening and closing credits as well as during ad breaks of all 38 Barclays Premier League live matches on BT Sport.
The short adverts will also be shown during repeat, preview and review programmes.
The deal also includes promotion of Gumtree Motors on the BT Sport website. Meanwhile, Gumtree-owned platforms will cross-promote the partnership mainly by running competitions throughout the football season.
Hannah Wilson, head of marketing at Gumtree, said: "BT Sport has a fantastic reputation for its thorough and innovative coverage of the Barclays Premier League so it goes without saying that it’s an absolute delight for Gumtree to be able to partner with BT Sport for the 2015/16 season to promote our Motors marketplace."
BT has just kicked off heavy promotion of its football coverage via multiple platforms including TV and radio. The telecoms giant spent more than £1bn to secure the rights to Premier League, Champions League and Europa League games and will offer coverage free to BT TV customers.
This is the second major sponsorship for Gumtree this year. In January, Gumtree was the headline sponsor for Channel 5’s Celebrity Big Brother – and this entailed the biggest PR and marketing activity as the firm also provided furniture for the show.