Bog-snorkelling's new sponsor.
London-based IT company SPMK has agreed to back this year's event, which has been held near a Mid Wales town for the past 21 years.
Bidders for the contest in Llanwrtyd Wells had to put up a minimum of pounds 5,000. SPMK bought the right to name the event, distribute advertising and to use it for hospitality for pounds 5,500.
The August bank holiday event was left without corporate funding after a sponsorship deal with an ice cream company ended. The online auction was staged last month.