Independent agency 360 Licensing has secured a deal to licence the worldwide rights (excluding broadcasting) for Speedway GB.
The firm will be working alongside Go Speed International on the motorcycle sport. The deal includes the rights to use all club names in licensed leagues, all stadium and venue names, and the names of all club team riders.
The contract includes receiving support from a selected number of speedway top riders.
"Speedway is a really exciting sport, with an ever increasing fanbase in the UK," said Wayne Russell from Go Speed International. "Especially with the Sky Sports deal, now feels like the right time to step things up a gear and embark on a full, strategic licensing plan.
"I am looking forward to introducing Speedway GB to a wider audience with the help of 360 Licensing. After looking through their portfolio and speaking to the team, I am convinced they are the right partners to drive the brand forward."
Alan Shorrocks, licensing director at 360 Licensing, added: "Securing the licensing rights for Speedway GB has been a great way to start the New Year.
"The sport is on the cusp of mainstream success and we’re confident we’re the team to take it to the next level.
"The new season kicks off in March and we’ll be working with Speedway GB in the run up to develop a detailed licensing programme. We’re already looking at merchandising and toy options that we think will work well for Speedway GB.
"The next few years are going to be non-stop for the brand or should we say the brakes are definitely off."