The sponsors are continuing to roll in for the planned 20-mile round Malta industry charity swim - with Brand Licensing Europe organiser Advanstar and party product firm Smiffy's becoming the headline sponsors.
Each company has promised a hefty £5,000 in sponsorship funds.
Now called The Brand Licensing Europe show and Smiffy's Maltese Islands Sponsored Swim for The Light Fund, the event has already raised over £25,000.
This means a new target has now been set at £40,000 - a sum likely to come both from sponsorship and from individual donations and non-licensing sources, as well as an invitation-only fund-raising evening on May 6th.
To further encourage last minute sponsors, British Olympic breaststroke gold medallist Duncan Goodhew has agreed to endorse the swim, with a photo shoot and interview on May 9th.
"I do hope that the licensing fraternity will splash out and sponsor these swimming masochists in their gruelling swim around the Maltese Islands," he said. "All sponsorship will be going to very worthwhile causes care of The Light Fund."
4Kids co managing director, and swim organiser, Stephen Gould, added: "Both I and the team are overwhelmed by the generosity of our sponsor list and especially grateful to Brand Licensing Europe and Smiffy's for taking on the role of lead sponsors. The momentum behind this event is both extraordinary and humbling and has been a great boost for all those involved, whether fundraising, swimming or indeed both."
Some 59 companies have pledged support to date for the swim, which kicks off on May 17th and runs until May 23rd.