Attwater Group, which specialises in industrial laminates and machining, will be supporting Lyndon Poskitt as he tackles the 9,000km Dakar Rally on his motorbike in January 2013.
The race is said to be the most difficult in the world. It begins in Peru, traverses the Andes Mountains into Argentina and finishes in Chile.
Lyndon, from Preston, Lancashire, has been racing against managing director Richard Attwater for ten years, most recently in last year's rally championship.
Now the company has agreed a sponsorship deal as one billion people tune into watch him compete in his most gruelling race to date.
Attwater MD, Richard Attwater, said: "The Dakar Rally is thought to be one of the toughest challenges a person can put themselves through and we're backing Lyndon all the way.
"He'll be racing on a high-tech bike featuring several lightweight carbon fibre components which also makes his adventure fascinating from a technological point of view, too."