Publicity for the British round of this year's World Rally Championships is to be handled by a Warwick communications consultancy.
Prova Public Relations has added Wales Rally GB, the 12th of the championship's 17 rounds, to its client roster.
The rally, from September 15-18, is centred on Cardiff's Millennium Stadium.
It has been moved forward in the championship calendar to avoid the unpleasant weather prospects for its historical slot in November.
This is the event once known as the RAC Rally, for which The Birmingham Post provided a trophy for the second-placed crew.
Its current sponsor is the Welsh Development Agency.
Prova specialises in the IT, technology and automotive sectors and claims a reputation for delivering market-leading campaigns with passion and purpose.
In 2002, it won a national PR award for its work with Oxford University's business incubator unit.
Andrew Coe, chief executive of International Motor Sports Ltd, a wholly-owned subsidiary of the Motor Sports Association, the governing body of motor sport in the UK, is utilising Prova's experience to take the rally to new and existing fan bases.
He said: "This year, Wales Rally GB is being taken to a new level. The event, to be held on September 15 to 18, will be centred on Cardiff's Millennium Stadium.
"This unique setting will act as host to one of 17 rally stages for the cars to tackle, taking place on the Saturday evening, as well as hosting the official start on Thursday evening.
"From there, the event will head out to the rugged challenge of the Welsh forests, before returning to Cardiff, to finish inside the Millennium Stadium on the Sunday afternoon.
"We are guardians of one of the most exciting sporting events on the national calendar, and Prova's job is to take that excitement to new and existing audiences, through the national media."
Richard Postins, of Prova, said: "This is an extremely prestigious account win for Prova, in what is a vital and exciting year for the event.
"Bringing the rally to the people at the Millenium Stadium is a ground-breaking move.
"It is one that we hope to exploit in the eyes of the national media."