IndyCar’s return to the Milwaukee Mile for an August 31-September 1 doubleheader will be sponsored by Hy-Vee, the midwestern grocery store chain which sponsors the other oval doubleheader on the calendar at Iowa Speedway.

“With our in-store activations and events to promote Hy-Vee IndyCar Race Weekend in Iowa already in the works, adding our name to the Milwaukee Mile 250s weekend fits into our plans for the racing season,” said Hy-Vee CMO and EVP Anna Stoermer. “We look forward to supporting this event in Wisconsin so racing fans, as well as our employees and customers, can continue to be a part of the excitement of IndyCar in 2024 and beyond.”

The relationship between IndyCar and Hy-Vee comes through Rahal Letterman Lanigan Racing, which brought the company into the series, features the brand’s support for its three-car IndyCar program, and continues to benefit the series and its events.

“As we begin a new era for IndyCar at the Milwaukee Mile in 2024, Wisconsin State Fair Park is excited to welcome Hy-Vee as the title partner of the Hy-Vee Milwaukee Mile 250s,” said Shari Black, CEO and Executive Director of Wisconsin State Fair Park.

“With Hy-Vee’s passion for motorsports and experience in marketing and promotions, this partnership will create so many opportunities that will benefit both of our brands. There has been so much excitement for the return of IndyCar to the Milwaukee Mile and with Hy-Vee on board as our new entitlement partner, we can’t wait to deliver an incredible experience for our fans on Labor Day weekend.”

Like RLL with Hy-Vee, Penske Entertainment has developed its sponsorship relationship with XPEL, which has been deployed on its Team Penske IndyCar program, to include sponsorship of the Road America event on June 9.

“XPEL is a great fit for Road America,” Mike Kertscher, Road America’s President and GM, said of the car care brand. “They have a unique cadre of offerings and services that have been instrumental in improving the automotive industry. We feel that XPEL will incorporate itself very well with Road America’s fan base, and we are very excited to have them on board in such a prominent capacity.”