Singapore Airlines Ltd (SIA) has been unveiled as the new title sponsor of the city-state's Formula One race in September as the carrier bids to promote its brand to motor racing's global television audience.

The September 19-21 race will see the carrier's brand prominently displayed around the Marina Bay Street Circuit, although financial terms of the deal announced in a statement on Tuesday were not disclosed.

Formula One supremo Bernie Ecclestone welcomed the carrier's association with the "extremely popular" race, saying it "demonstrates Singapore's forward thinking, an attribute Singapore Airlines has always achieved."

The airline's sponsorship - succeeding local telecoms company Singapore Telecommunications Ltd - comes as premium carriers such as SIA seek ways to boost their brand while ­customers increasingly opt for budget airlines.