Allsorts Licensing has become the latest firm to show its support for next week's Bobsleigh Race Challenge in aid of The Light Fund.
The firm is sponsoring the 'Allsorts Bobsleigh Awards' which will be presented after the team of industry execs has taken on the Olympic run next Wednesday (March 3rd).
"It's fantastic to have Allsorts on board as our awards sponsor and John and the rest of the team have been hugely supportive," said event organiser Stephen Gould. "Criteria for the Allsorts awards will remain private and confidential until the presentation ceremony, suffice to say that, in addition to the more formal awards and certificates, there will now be nine other 'specialist' awards, culminating in the main accolade of the evening - The Betty Boop Award.
"The evaluation process will be ongoing from the moment we check in on the morning of Tuesday March 2nd."
Allsorts MD, John McInnerny, added: "Too late for Vancouver but plenty of time for Sochi in 2014, Allsorts is delighted to sponsor the bobsleigh awards, but at the end of the day there is only one winner, our favourite charity The Light Fund. If, like me, you have chosen not to compete then perhaps now is the time for a donation. Good luck everyone."