By Mitch Phillips
LONDON (Reuters) - The Oxford and Cambridge University Boat Race, first held in 1829, will have a title sponsor next year for the first time.
The four-mile, 374-yard River Thames race from Putney to Mortlake, one of the world's oldest sporting events, is to be renamed the Xchanging Boat Race.
The business services company has been a sponsor for four years but now becomes title sponsor.
"We are delighted Xchanging wishes to identify with the event so closely and invest in its future," race chairman Robert Gillespie told www.theboatrace.org on Friday.
The 2010 race takes place on April 3 and will be shown on TV in more than 150 countries.
The issue of naming rights has been a hot topic in British sport in recent weeks after Newcastle United Football Club renamed their ground sportsdirect.com@St James' Park Stadium.
Earlier this week the MCC (Marylebone Cricket Club) denied media reports they were going to invite bidders to rename Lord's cricket ground.
(Editing by Tony Jimenez)
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