Skandia, the Southampton-based financial services group, has taken title sponsorship of Ocean Row, a world record rowing attempt to be the fastest boat ever to cross an ocean.

Beginning in a few weeks time on June 2 in honour of the Queen's Golden Jubilee year, a four-man team, led by firefighter Mark Stubbs from Poole, aim to row west to east from Newfoundland, Canada to the Isles of Scilly and then home to Falmouth, Cornwall in under 34 days.

If they succeed it would be 21 days faster than any other team to row the same route across the Atlantic.

Mark said: "Skandia's joining the team means that everything is now in place and we can drive forward with our record-breaking campaign.

"We are fortunate that Skandia's own project team is as committed as we are to achieving the best possible result, and that support will help us to go the distance."

Tim Sewell, spokesman for Skandia, said: "The team's commitment, courage and passion to succeed match perfectly with our own company values.

"We are all looking forward to following them as their adventure unfolds."

Skandia Atlantic Spirit, arguably the most sophisticated rowing boat in the world, is built from lightweight materials more commonly seen in the Formula 1 motor racing industry.

This technological advance and her revolutionary, streamlined design gives Skandia Atlantic Spirit the edge over past rowing attempts.