Automotion Events, the organisers of The British Motor Show, have announced a raft of new, year-round events and the extension of their relationship with cinch.

The new deal sees cinch extend its sponsorship of The British Motor Show, which, in addition to headline sponsor status, now includes dedicated sponsorship of the Live Arena and Family Zone, two of the most popular features of last summer’s event.

Four British Motor Show Pop-ups along with two all-new regional events mark a busy calendar for The British Motor Show in 2022. The Pop-ups will appear in key shopping centres across the UK, featuring new and latest models from a selection of local car retailers, as well as a number of other interesting cars along with merchandise, gifts, and interactive activities. At selected pop-ups, visitors will also have the chance to win a car from headline sponsor cinch’s range.

This year also sees two new Cars & Christmas events in The British Motor Show event portfolio, taking place in November and December.

Cars and Christmas is an indoor arena show, featuring a live action arena, surrounded by an automotive-themed marketplace and Christmas market where visitors can find the latest products for the car fans in their lives. The two events, one each in the south and north of England, will treat the whole family to a day of entertainment.

Andy Entwistle, British Motor Show CEO, said: “cinch’s expanded commitment to the Show and our new calendar of events is testament to the optimism we share for the automotive business in the UK, and the ongoing love affair us Brits have with our cars and everything that goes along with the experience of owning one.”

The British Motor Show will be held from August 18-21 at Farnborough International.

Building on the success of their scheduling at last year’s Show, The Live Arena – featuring stunt shows, car reviews, supercars and more – will be hosted again by Wheeler Dealer, Mike Brewer, with help from petrolhead and Olympic silver-medal sprinter, Iwan Thomas.

The Family Zone will also be extended in 2022 to feature a unique car-themed escape room, as well as popular features from 2021 including car wrapping and The Racing Bug’s racing simulator.

Haydn Dibble, cinch Partnerships Director, said: “cinch is delighted to support The British Motor Show build on the tremendous success of its return in 2021. Our shared love of cars and motoring entertained thousands of attendees last summer, and we’re looking forward to welcoming visitors to the main show and its new spin-off events in 2022.”