Building on the success of Darwin's V8 Supercar round, Tourism NT has formed a partnership with current on-form team Brad Jones Racing for the rest of the year.
The deal will see Team BOC's Jason Bright and Lockwood Racing's Fabian Coulthard promoting The Territory's iconic events as well as raising road safety awareness.
Minister for Tourism and Major Events Matt Conlan says it will also give Territorians a 'home side' to back for the popular SkyCity Triple Crown event next month.
"The V8 Supercars Championship has a huge following," Minister Conlan said. "We anticipate, through television coverage, an audience of around 20 million people will now see the NT brand throughout the race series and life of the agreement.
"Tourism NT will leverage this exposure through advertising and promotion during the broadcast of the races by putting the NT and its product in front of the viewing audience.
"This will help sell the Territory as an extraordinary holiday destination and attract more visitors to the Territory."
Minster Conlan said the state was passionate about motorsport, making the partnership a perfect fit.
"More than 48,000 attend the V8s at Hidden Valley and Territorians can now get behind their own car with Brad Jones Racing's two teams in the championship, Team BOC and Lockwood Racing to feature Northern Territory branding.
"The V8 Supercars also stage a round in America and is broadcast to 137 countries around the world so this is an excellent investment as we aim to grow our tourism industry and attract more visitors to the Territory."
Bright, already a frequent visitor to the Top End's magnificent fishing spots, says he will have no trouble recommending the destination and is looking forward to more trips north.
"The V8 Supercar event in Darwin is definitely one of the most popular on the calendar with both interstate visitors and the locals so it is great to take that to the next level," the Team BOC driver said.
"This partnership with BJR, and my being an ambassador for the road safety program, will help further capitalise on what has already proven to be a successful approach for The Territory and I can't wait to get started.
"For me personally this association is a real bonus. When I signed to do the Le Mans 24 Hours in France this year it meant I wasn't going to be able to have my usual extra few days enjoying Darwin and the Northern Territory after the race weekend, which was a big disappointment. I always get up there at least once a year for a fish and hopefully this new association will mean I'm back up there for a few more visits during the rest of the year."