About 4,000 youngsters from 50 clubs will be competing in six regional tournaments across three weekends in September.
Each 14-minute match will be played 12-a-side (six forwards and six backs, with four substitutions).
The winners from each age group pool and the best runner-up will qualify for the national finals next spring.
All 50 of Lexus's mainland centres sponsor a local club in the competition's Under-13, Under-14, Under-15 and Under-16 categories.
The support package includes launch events at each participating centre, Lexus-branded rugby shirts and local media promotion opportunities.
This year, ITV will feature match footage and launch activities on its community internet service .
At all centre launch events, players will be eligible to enter their name in a prize draw to win a training session with England International Richard Hill.
Finals day will take place next year at Old Albanians RFC in St Albans on Easter Saturday, April 11.