The event, in association with the Evening Standard, will take place from 16-19 June in Regent's Park and organisers hope to attract 28,000 visitors - twice as many as attended last year's event at Somerset House.
Backers include Freestyle Mortgages, Saab, American Express, Smart and Laurent-Perrier. "The opportunity still exists for a key brand to take exclusive title sponsorship," said event director James Cooke-Priest.