The Hunstanton Soap Box Derby becomes the Searles Soap Box Derby as Searles Leisure Resort is announced as the main event sponsor.
Searles and West Norfolk council have signed a one-year deal with an option for the leisure firm to sponsor the event again in the future.
The Soap Box Derby returns on September 23, following its incredible success last year. Fifty teams will race hand-built karts down Hunstanton's hilly streets, thrilling the crowds of thousands that are expected to attend.
As part of the sponsorship agreement, the newly-established Hunstanton 4T5 Club will be fund raising at the event with a gin tent on the Green, bucket collections, and banner advertising.
Paul Searle, director of Searles and chair of the 4T5 Club, said: 'We hope that the Searles Soap Box Derby will draw another huge crowd of residents and visitors and show them what Hunstanton has to offer.
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