Manchester United could sponsor the M6 motorway to generate funds for investment in roads, the president of the AA has claimed.
Sports teams, supermarkets and tech firms are among the companies who could purchase the naming rights of major roads, Edmund King said.
This could lead to the Morrisons M1, the Microsoft M4 and the Adidas A1, according to the motoring expert.
A US-style Adopt-a-Highway scheme should be considered for local roads, whereby businesses help pay for litter collections in return for roadside advertising, Mr King said.
The ideas are part of his proposal to change the way people are charged for driving in the UK, with the current system meaning motorists pay some of the highest taxes in Europe to use a road network that in some places is congested and deteriorating.
The Road Miles concept, created by Mr King and his wife, business analyst Deirdre, would offer all drivers at least 3,000 free miles each year, with a small charge for further distances, in a bid to reduce non-essential journeys.
It is one of five shortlisted entries for the £250,000 Wolfson economics prize to reduce traffic jams.
Car drivers in the first year would pay less than one pence per mile and there would be concessions for those living in the most rural areas and the disabled.
A nationwide lottery and an auction of extra miles would be used to keep the scheme's costs down and fund maintenance such as pothole repairs.
The proposal would see fuel duty drop from 58 pence per litre to 47 pence within five years, and 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 went on: "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.
"The creativity and enthusiasm demonstrated by the entrants to the 2017 prize has been inspiring."