DHL, the international logistics company, has signed up as a sponsor of the upcoming Pure ETCR, the new international electric touring car racing series.

Under the deal, announced today, DHL Global Forwarding, the company’s freight specialist division, will serve as the series’ logistics partner for its inaugural season.

Pure ETCR said it will benefit from DHL’s global logistics expertise and sustainable transport solutions and use DHL ocean freight carrier network for the flyaway events to support its sustainability efforts.

DHL’s branding will also appear prominently trackside.

Pure ETCR is being promoted by Eurosport Events, the events arm of the Discovery-owned pan-European sports broadcaster.

DHL has previously partnered with Discovery-promoted series such as the World Touring Car Cup (WTCR).

Pure ETCR’s sponsorship portfolio includes founding partners Goodyear and Tag Heuer.

The first Pure ETCR campaign gets under way at the Autodromo Vallelunga Piero Taruffi, Italy next weekend, with further events to follow in Belgium, Spain, Denmark and South Korea.