Premier League football teams such as Manchester United and Arsenal could sponsor major roads as part of a scheme to raise funds for the country’s transport infrastructure.
Sports teams, tech firms, supermarkets and leading brands are among those who could buy rights to name major roads, junctions and interchanges under a Road Miles concept.
Outlined in the plan is the potential creation of the Adidas A1, the Morrisons M1, and the Manchester United M6.
The idea has been shortlisted for the £250,000 Wolfson economics prize to reduce traffic congestion.
AA president Edmund King and his business analyst wife, Deirdre, came up with Road Miles proposal to ease congestion and revolutionise the way people are charged for driving in the UK.
Their plan would give motorists at least 3,000 free Road Miles each year and then they would pay a small fee for driving further distances, in a bid to reduce non-essential journeys.
Drivers to pay less than a penny a mile
In the first year drivers would pay less than a penny a mile and there would be concessions for those living in the most rural areas and for the disabled.
A nationwide lottery and an auction of extra miles would also be used to keep the scheme’s costs down and fund maintenance such as pothole repairs.
Some local authorities already sell advertising on roundabouts and that scheme would be extended to neighbourhood roads with the extra revenue contributing towards refuse collection, signage and general maintenance.
Plan would generate extra £3 billion for roads
The Kings reckon their plan would see fuel duty drop from 58 pence per litre to 47 pence within five years, while more than £3 billion in extra investment for roads could be generated.
Mr King claimed Road Miles would be “miles better, fairer, greener, safer”.
He said: “Drivers fed up with current cones, congestion and chaos will be compensated for delays and have a say in how our roads are run.”
His wife said: “Road Miles will bridge the gap between falling fuel duty revenue and the electric vehicle revolution.
“More money will be available for roads, yet the motorist will pay less as extra income from the Road Miles lottery, naming rights and auction will supplement revenues.”
The prize, founded by Lord Wolfson, chief executive of clothing giant Next, will be awarded in July.
Lord Wolfson said: “Road congestion is a source of daily misery for millions of people, undermining our quality of life, environment and economy.
“As the political parties put together their programmes for government, they would do well to turn their attention to the plight facing users of Britain’s road network.”