For the first time in it's history, the T.T. in 2010 will have a title sponsor.
Monster Energy has agreed a deal with organisers - the event will be called the "Isle of Man T.T. fuelled by Monster Energy".
Sports Editor Tim Glover reports:
The caffeine-based energy drink company already sponsors MotoGP World Champion Valentino Rossi and the distinctive three claw marks logo appears on the Tech Three Yamaha bikes of Colin Edwards and Ben Spies.
The Isle of Man deal also means Monster Energy will sponsor the two Supersport Races, Manx Radio T.T. coverage and advertising around the Grandstand, T.T. tower and Mountain Course.
The company is also promising to put on a show with music, high profile appearances from ambassadors and involvement with the nightly entertainment on Douglas Promenade.