About 4,000 youngsters from 50 clubs will be competing in six regional tournaments across three weekends in September.
Each 14-minute match will be played 12-a-side (six forwards and six backs, with four substitutions).
The winners from each age group pool and the best runner-up will qualify for the national finals next spring.
All 50 of Lexus's mainland centres sponsor a local club in the competition's Under-13, Under-14, Under-15 and Under-16 categories.
The support package includes launch events at each participating centre, Lexus-branded rugby shirts and local media promotion opportunities.
This year, ITV will feature match footage and launch activities on its community internet service ITV Local.
At all centre launch events, players will be eligible to enter their name in a prize draw to win a training session with England International Richard Hill.
Finals day will take place next year at Old Albanians RFC in St Albans on Easter Saturday, April 11.