Pearl is to sponsor British Grand Prix team Jordan in a deal worth £1m.
Pearl's name will be seen on drivers Damon Hill and Ralf Schumacher's cars next season.
Its staff will be given free trips to Grand Prix races.
Head of PR Ken McKay says: "We used to sponsor snooker in the days that we sent our salesmen out on bicycles. We give them BMWs now so we think this is a good incentive.