The 2012 British Supersport Championship will be supported by Motorpoint after a new title sponsorship deal was agreed with series rights-holders MotorSport Vision.
Motorpoint is the UK's leading car supermarket and takes over the title of primary BSS backers from Fuchs-Silkolene.
MCE British Superbike Championship Series Director, Stuart Higgs, said: "I'm delighted to welcome Motorpoint as a championship partner. With their recent Yamaha Superbike team association they have already crafted a strong identity with the series and I'm sure that this new partnership will elevate this even further."
David Shelton, Managing Director, Motorpoint, added: “We have been involved with the MCE British Superbike Championship since 2009, so we are thrilled to continue our long-standing support as title sponsors of the British Supersport Championship, which offers a fantastic platform for the sport's up and coming riders to launch their careers.
"It's a perfect fit for us given our own commitment to launch an apprenticeship programme in our own sites to develop the automotive industry's young rising stars, as well as some of the races being in close proximity to our Glasgow, Derby and Peterborough sites.
"In addition, one of our core values is building a positive team and family spirit, and nowhere is this more evident than in British Superbikes.”
The British Supersport Championship is a breeding ground for the sport's future stars.
Last year, a gripping season-long title duel between Alastair Seeley and Ben Wilson went down to the wire, with Seeley securing the crown by a single point following a drama-filled final two races at Brands Hatch.
Taylor Mackenzie, son of BSB hero Niall, makes his debut in the class on a Yamaha R6 for Northern Ireland team Mar-Train Racing this season.
Motorpoint has been a loyal backer of the rising young prospect and maintains that link with Mackenzie in 2012 after coming on board as his official car supplier.
Meanwhile, leading motorcycle security company Datatag has also joined the British Supersport class as an associate partner. The series will be officially known as the Motorpoint British Supersport Championship protected by Datatag.
Higgs added: “I'm delighted to welcome Datatag as a new championship partner. The theft of motorcycles is of huge concern to the industry and this new association as a championship level partner will increase the awareness of the issue and Datatag's products to combat it."