DHL has become a title sponsor for a new drone-racing series by drone-racing organization DR1 Racing.

Called the DHL Champions Series, Fueled by Mountain Dew, the new championship will involve the top five drone-racing teams in the world competing in events across the globe starting from October 2017, including at the headquarters of the Deutsche Post DHL Group in Bonn, Germany.

According to DHL, the sponsorship gives the company the opportunity to continue bolstering its leadership position in the development of drone technology, which plays a vital part in the future of logistics. The deal will also extend the reach of the DHL brand to a broader business and consumer audience.

“This new racing series is an exciting opportunity for DHL to showcase our passion for drone racing and illustrate our extensive history in developing innovative and sustainable approaches towards future logistics solutions,” said Ken Allen, CEO of DHL Express. “Similar to Formula E, drone racing represents an exciting new e-racing series, which is why DHL took the opportunity to engage as the logistics partner and title sponsor for DR1’s premier league racing series.”

DHL’s Parcelcopter has been in development for more than four years and has been deployed for fully automated deliveries in high-altitude and severe-weather conditions in the Bavarian Alps and remote locations on German islands in the North Sea. DHL Supply Chain has also deployed drones in Mexico and Brazil for security surveillance, monitoring sites and assets for theft and damage.

“We are excited by the potential of innovative technologies in transforming logistics operations in the future,” said Frank-Uwe Ungerer, managing director of DHL Express Singapore. “Drones, with their flight capabilities, for example, can significantly cut short the time needed during the last-mile delivery. These innovations allow us to more efficient as well as effective in allocating resources, which in turn will benefit our customers as waiting times for deliveries get shortened and more predictable.”

Joining DHL and Mountain Dew as sponsors of The Champions Series is also sponsored by Mountain Dew, drone manufacturer Air Hogs and the US Army.

“We are thrilled to have DHL join the DR1 organization as the title sponsor for the DHL Champions Series Fueled by Mountain Dew,” said Brad Foxhoven, CEO and founder of DR1.

“Along with Mountain Dew, who has been with us since our first race last year, we have established a racing series that combines epic outdoor racing, elite pilots and racing teams, and a racing format that creates excitement and engagement for the pilots, viewers and spectators.”