COWLEY Road’s popular carnival will be sponsored by Mini for the 10th year running.

The firm has announced it will support the July 5 event, organised by Cowley Road Works, with an unspecified amount.

Managing director of Mini Plant Oxford Frank Bachmann said: “We are delighted to yet again to sponsor one of the most vibrant celebrations of Oxford’s varied cultures.

“Being proud of the rich diversity of our own workforce, we hope people from all ages, backgrounds and cultures enjoy the carnival as a fantastic day out.”   In 2013, the firm supported the carnival as part of its celebration of 100 Years of Car Making in Oxford, by commissioning a special street theatre performance reflecting the history of the car plant.

This year, the theme of the carnival is Creating our Future and the company is expected to reflect its position as a key investor in skills and development in Oxfordshire.

Danielle Battigelli, executive director of Cowley Road Works, said: “We are absolutely delighted Mini Plant Oxford is continuing to support Cowley Road Carnival for the 10th year.

“This ongoing commitment is invaluable to our funding and the successful organisation of carnival.”

Earlier this year, organisers revealed Oxford Brookes University and charity The Patsy Wood Trust would also be sponsoring this year’s event, with details of the deals kept confidential.

Oxford City Council has also contributed £30,000 towards the festivities.

So far, the Cowley Road Carnival has raised £88,084 of its £120,000 target with Ms Battigelli saying organisers need to raise £10,000 more this year after an unexpected surge of visitors last summer. She said: “There were so many more people than we expected. To make sure the event goes ahead every year, I call on all local businesses to do a bit more to support it and help ensure this wonderful event is not taken away from the Cowley Road community.”

Last year’s carnival was the biggest to date, with more than 45,000 people enjoyed the free event and 730 people participating in the carnival procession, including 13 school groups.

This year’s procession will start at noon at The Plain, with 700 people of all ages and community groups expected to be involved. Hundreds of performers will sing, play music and dance at venues up and down the road and on several stages.

For more details, visit cowleyroadcarnival.co.uk