Wildstone Moves with Motor Fuel Group
build upon its existing portfolio of more than 3,000 OOH assets
Wildstone moves into second phase of nationwide deal with Motor Fuel Group
OOH leader to begin digitization of forecourt operator’s estate as next stage of 25-year deal
Wildstone, the leading owner of outdoor media infrastructure across the UK and Europe, has announced plans to begin the digitization of hundreds of classic out-of-home assets as part of a strategic partnership agreement with Motor Fuel Group (MFG), the UK’s largest independent forecourt provider.
MFG operates more than 1,200 petrol stations across the UK and is the nation’s fifth-largest retailer by number of stores, having completed a £2.5bn acquisition of 337 Morrisons petrol stations in April 2024.
After a highly competitive tender process, Wildstone has now been selected as MFG’s exclusive partner for the digitization of both large and small format DOOH on its roadside estate, including the Morrisons portfolio.
The new deal follows on from the success of the initial 25-year agreement signed between the parties in May 2024, when Wildstone secured the contract to install DOOH assets across MFG’s undeveloped estate.
The first new digital six-sheet (D6) screen went live in October 2024, and since then a further 252 D6s have been installed. The rollout of new digital screens will continue alongside the digitization of classic assets.
The agreement represented Wildstone’s first partnership with a major forecourt provider and has enabled the group to build upon its existing portfolio of more than 3,000 OOH assets across the UK.
Wildstone has partnered with media owner i-media, a leader in motorway Out of Home advertising, to operate the screens – the first deal between the two companies. i-media already operates over 1000 D6 and D48 screens across the UK and is now the media operator for all Wildstone D6 screens across the MFG network.
Wildstone is wholly responsible for the delivery of the MFG project, including screen design, planning applications, build, legals, installation and maintenance, ensuring i-media is delivered a fully turnkey network.
Danielle Finch, Business Development Director at Wildstone, said:
“Our partnership with MFG marks a landmark moment for Wildstone and has allowed us to further diversify our asset base across the UK. We are delighted to secure this unique opportunity to partner with a group of MFG’s caliber and scale, and to have navigated a complex process to deliver an industry-leading network for our media partner i-media. The first stage of our partnership has been extremely successful, delivering outstanding results for all parties, and we’re excited to continue this progress with the digitization of MFG’s existing OOH assets alongside their recently acquired Morrisons portfolio.”
Tom Butcher, Estates Manager, Motor Fuel Group said:
“Wildstone has exceeded expectations in creating a new revenue stream for MFG. The digital screens strengthen our visual brand and allow us to advertise our marketing messages across the digital network. The Wildstone team made the process extremely simple for us, working closely with our internal teams to ensure smooth delivery and rapid rollout of the network. We’re excited to expand the partnership by integrating and digitizing our existing OOH assets to future-proof our forecourts with the latest technology.”
Phil Diamond, Operations Director, i-media said:
“The Wildstone partnership supports the continued expansion of our nationwide D6 network. The MFG estate provides a strong addition of high-quality digital assets within forecourt locations to further enhance our existing portfolio.”
About Wildstone
Wildstone is the largest owner of outdoor media infrastructure in the world. The company’s portfolio of over 5,000 out-of-home advertising assets includes digital advertising screens in a variety of formats, classic billboards and super premium digital sites.
Wildstone buys and rents property sites for outdoor advertising across the UK, Europe and Australia, helping property owners generate income from their unused land or building facades in high-traffic locations.
Wildstone partners with media operators by offering new OOH locations as well as the expertise and capital investment needed to digitize sites. This collaboration enables media owners to accelerate growth, boost revenue and concentrate on their core business of selling OOH advertising.
Wildstone is shaping the future of outdoor advertising through the digitization of out-of-home assets. The company provides high-quality roadside media that stand the test of time, using next-generation LED screen technology that is lightweight, slim and high-performing.
For more information, please visit www.wildstone.co.uk
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