Renault's UK's franchised car dealer network could have scored a marketing coup after the French manufacturer secured sponsorship of Premier League football coverage on Sky Sports.

The deal includes live Saturday lunch time fixtures, Renault Super Sunday and Bank Holiday games and links with Renault’s ‘Passion for Life’ brand pillar.

Groupe Renault UK and Ireland’s marketing director, Adam Wood, said: “Our new partnership with Sky Sports is about celebrating Renault’s brand ethos, ‘Passion for Life’."

As part of the partnership between Renault UK and Sky Sports, new TV idents will be broadcast in and around 96 televised Premier League games this season as well as non-live Premier League programming such as Renault Match Choice, Game of the Day, Premier League Review/Preview and Premier League Years.

“Every season, we start the journey with hope, ready to support our team to the bitter end, win, lose or draw. Through our partnership with SkySports, Renault will be with them all the way,” said Wood.

The sponsorship also includes digital sponsorship and the Renault Match Zone; a feature which sees Sky Sports transport a bespoke mobile studio to club training grounds, to interview key players and managers.

Sky Media’s managing director, John Litster, said: “In the last month we’ve been reminded of the power football has to delight and inspire. As world class players from around the globe return to the Premier League we’re thrilled that Renault will be part of Sky Sports’ unrivalled coverage.

“A true cross-platform partnership including naming of ‘Renault Super Sunday’ - we look forward to working with Renault to help tell their brand story”