Driving the future of forecourt media: Wildstone and MFG accelerate digital transformation

The UK’s out-of-home (OOH) advertising landscape is evolving rapidly and at the forefront of this transformation is Wildstone, a leading owner of outdoor media infrastructure across the UK, Europe and Australia.

Wildstone is now entering the next phase of its strategic collaboration with Motor Fuel Group (MFG), the UK’s largest independent forecourt operator. 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.

This new chapter focuses on the large-scale digitisation of MFG’s nationwide estate, signalling a major step forward in the modernisation of roadside media.

Scaling a vision for digital growth

MFG operates more than 1,200 petrol stations across the UK and has rapidly expanded its footprint, notably through the £2.5bn acquisition of 337 Morrisons petrol stations in 2024. With such scale comes opportunity – and through its exclusive partnership with Wildstone, MFG is unlocking new value across its estate.

Following a competitive tender process, Wildstone has been appointed as the sole partner to digitise both large and small format OOH assets across MFG’s roadside network, including newly acquired locations. This builds on the success of the initial agreement signed in May 2024, which focused on deploying digital out-of-home (DOOH) infrastructure across previously undeveloped sites.

Since launching the first digital six-sheet (D6) screen in October 2024, the rollout has gathered pace, with more than 250 screens already installed. The next phase will see this expansion continue in parallel with the conversion of classic OOH assets into dynamic digital formats.

A turnkey approach to innovation

A defining feature of the partnership is Wildstone’s end-to-end delivery model. From design and planning to installation and long-term maintenance, Wildstone provides a fully turnkey solution – ensuring consistency, efficiency, and quality across the network.

To maximise the commercial potential of the screens, Wildstone has partnered with i-media, a major player in motorway and roadside advertising. As part of the collaboration, i-media will operate all D6 screens across the MFG estate, integrating them into its growing national network.

This marks the first partnership between Wildstone and i-media, bringing together complementary expertise to create a powerful, future-ready media platform.

Creating value beyond advertising

For MFG, the benefits extend well beyond additional revenue. The introduction of digital screens enhances the visual environment of its forecourts while enabling real-time, flexible communication of brand and promotional messaging.

The collaboration also demonstrates how infrastructure partnerships can unlock new revenue streams while future-proofing physical estates with cutting-edge technology.

A platform for the future

As the digitisation programme accelerates, the Wildstone–MFG partnership is setting a new benchmark for how real estate owners can unlock greater value from their portfolios. By combining scale, innovation, and operational expertise, the initiative is transforming forecourt sites into higher-performing assets  – enhancing both their commercial potential and long-term resilience.

With strong foundations already in place and a clear roadmap ahead, this next phase represents more than just expansion  – it signals a shift toward smarter, more adaptable property strategies. By integrating digital infrastructure across its estate, MFG is future-proofing its portfolio and demonstrating how digital advertising solutions can drive sustained value in real estate.

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