Gumball 3000 has appointed The Cult PR to promote the international motor rally’s 15th year, which will see it return to its birthplace, London.

Gumball 3000 will celebrate with 120 supercars driving 3,000 miles across two continents and five countries in seven days, via motor racing circuits, football stadiums and castles. The Cult will announce a media event during the build-up to the event, and has also been tasked with promoting the launch of Gumball's energy drink as well as collections for the lifestyle brand's fashion line.

In addition, the Gumball Festival, which will be held on Sunday 8 June, will feature extreme sports demonstrations, live music and car displays, and in the evening stationary supercars will be displayed in Regent Street overnight. The participants will then head to The Cult's other client, Cirque Le Soir for an after-party.