Mars is revving into action this summer by sponsoring the Seat Cupra Championships.
Tapping into the key 16 to 24-year-old male audience, the sponsorship includes two Mars branded cars, in addition to an on-car presence on all 17 of the championship racing vehicles.
The three-race championship is the subject of a fly-on-the-wall Racing Rivals show being broadcast on Channel 4, Motors TV and Bravo.
The series, which is presented by British Touring Champion Jason Plato and Hollyoaks star Terri Dwyer, follows the drivers during the course of the championship and Mars will gain further exposure when racing highlights are broadcast on ITV1 and ITV2.
The final event is at Donington Park in the East Midlands at the end of this month with pop band McFly set to headline on stage.
A spokesman said the sponsorship would gain Mars significant exposure in front of a target market.