Ken Block has announced a multi-year partnership with the Need for Speed franchise ahead of the launch of Gymkhana SIX, the latest in his series of viral driving videos.

Block will act as racing advisor for the Need for Speed franchise which, in turn, will now sponsor Block and his Ford Fiesta ST and will also work alongside the American on the release of Gymkhana SIX next month.

The latest instalment in the series - which has already garnered more than 250 million views online - will be launched on 11 November, with Block saying it would 'raise the bar for what can be done behind-the-wheel of a car'.

"Partnering with EA and Need for Speed is a natural fit for our team," Block said. "I feel like we both have the same goal in mind - to let people live out a fantasy of really pushing the limits of what you can do in the driver's seat.

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"It's that special mix of fast-pace, raw speed and over-the-top fun, which has made the Gymkhana series a success, and something the Need for Speed games capture really well. We're both excited to show you how we're taking things to a new level in Gymkhana SIX in just a few weeks."

Marcus Nilsson, Executive Producer of Need for Speed Rivals - the latest game in the franchise - said he felt Block was the perfect partner to team up with.

"I couldn't think of a more exciting and more appropriate partner to have for Need for Speed," he said. "Ken's a true master of drifting, handling, and really turning the streets into a playground for cars. We were already huge fans of his at Ghost, and we know he will be a great asset in helping us provide gamers the most adrenaline-filled and fun racing experience in the industry as we move forward."