DOOH Advertising

Wildstone advances nationwide deal with Motor Fuel Group

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March 10, 2026

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Wildstone, which owns outdoor media infrastructure in the U.K. and Europe, will begin the digitization of hundreds of OOH assets as part of its 25-year agreement with Motor Fuel Group based in the U.K

MFG operates more than 1,200 petrol stations and is the U.K.'s fifth-largest retailer by number of stores, according to a press release.

Wildstone is MFG's exclusive partner for the digitization of both large and small format DOOH on its roadside estate.

The first new digital six-sheet 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.

Wildstone has partnered with media owner i-media, a leader in motorway Out of Home advertising, to operate the screens. It is the first deal between the two companies. The company i-media already operates over 1000 D6 and D48 screens across the U.K. and is now the media operator for all Wildstone D6 screens across the MFG network.

"Our partnership with MFG marks a landmark moment for Wildstone and has allowed us to further diversify our asset base across the U.K. 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," Danielle Finch, business development director at Wildstone, said in the release.