Airwaves has become the official chewing gum sponsor of the World Rally Championships as well as the main sponsor of the Plymouth Raiders basketball team.
Wrigley says Airwaves has also snapped up the opportunity to support the only British rally driver, 21-year-old Matthew Wilson of the Stobart Team.
Meanwhile the company says basketball is the fastest-growing sport in the world.
The Plymouth Raiders are based close to the Wrigley headquarters in Plymouth.
Alexandra MacHutchon, Wrigley communications manager, says: "Both these new partnerships represent a great opportunity to reinforce the product positioning and the brand values of Wrigley’s Airwaves."