Online tyre supplier Blackcircles is looking to rev up its exposure after signing a sponsorship deal with ITV around the broadcaster’s coverage of “Formula E”.
The deal sees the Borders-based firm partner with ITV as the new championship for racing cars powered purely by electricity enters its first season.
Beginning next month in Beijing, the final race is due to take to the streets of London on 27 June 2015.
Blackcircles is already a major supporter of motorsports broadcasting in the UK, having sponsored the Sky Sports Formula 1 channel from launch in 2012 along with global brands such as Rolex and Santander.
Unlike F1, tyres will not be changed during Formula E races, although their reliability will play a significant role in the outcome of each race.
Mike Welch, chief executive and founder of Blackcircles, said: “A large segment of our existing and target market is British motorsports enthusiasts.”