Air Asia X, the low fare arm of Malaysian air carrier Air Asia, has become the title sponsor of the Renault Clio Cup.

Under the terms of the deal, the competition, a one-make racing series created and managed by Renault Sport, will be known as the Air Asia Renault Clio Cup UK. The new agreement sees the airline’s logo displayed on all race cars, suites and podiums at Clio events for the next three years. In addition, the sponsorship deal includes several marketing initiatives and campaigns along with competitor incentives which have yet to be defined.

The deal was brokered and announced by London-based motorsport organisation, the Stephane Ratel Organisation (SRO). Financial details of the sponsorship have not been disclosed.

SRO general manager Lisa Crampton said: “Air Asia X is an exciting, developing brand and one which is a good match to the dynamic and vibrant Renault Clio Cup UK. We only took over the running of the championship two months ago, so to secure a title sponsor in this short time is fantastic. I can’t wait for the relationship to take off.”

Azran Osman-Rani, chief executive of Air Asia X, added: “We have long associated our brand with excitement and dynamism – both hallmarks of the Air Asia heritage. The Renault Clio Cup is fast and thrilling, and we are proud to be on board. The sponsorship addresses our commitment towards building the Air Asia X brand, and we are very pleased to be sponsoring such a distinguished championship.”

The 2011 Renault Clio Cup starts in April and takes place over eight rounds, culminating in the final race in October at Silverstone.