Whizz-Kidz has formed a partnership with car company Mini UK that will see the charity benefit from cause-related marketing and staff fundraising initiatives.
Staff in Mini dealerships, factories and offices around the UK will take part in a Family Fun Day to raise funds and encourage employees to become involved with the children's disability charity.
Future plans also include the charity's participation in Mini marketing events such as an overseas challenge and support for Whizz-Kidz runners in next year's London Marathon.
"The principle activity will be more about building the brand than writing a big cheque,
said Mark Harrison, media relations manager at Mini UK.
"We'll be working with Whizz-Kidz on our corporate and public events, which we hope will result in increased support and donations to help the charity continue with its good work."
Whizz-Kidz hopes that the partnership will also boost awareness and attract new supporters.