By Alex Kapadia
Formula One team Virgin Racing is joining forces with a tyres recycling firm to campaign for top level motor racing to become more environmentally friendly.
Carbon Green, which collects old tyres and recycles them into something useful, will also strengthen the connection by sponsoring the Virgin team.
Virgin owner Sir Richard Branson describes the partnership as the first move towards green and relevant dealing in the sport.
He also said the new deal with the Canadian based company is aimed at giving Virgin Racing, the fledgling Formula One team, more clout in the environment sector.
Carbon Green opened its first recycling facility in Canada in south Ontario and Sir Richard said that he hopes Virgin Racing will pioneer green practices within the racing sphere.
John Novak, the president of Carbon Green, echoed the British entrepreneurs sentiments.