MOORESVILLE, N.C. — IndyCar’s return to the historic Milwaukee Mile has landed a major sponsor as the one of the Midwest’s leading supermarket chains will support the Labor Day weekend doubleheader.
Hy-Vee will become the sponsor of the Hy-Vee Milwaukee Mile 250s. The announcement was made by the Wisconsin State Fair Park, IndyCar and Hy-Vee on Thursday morning.
Hy-Vee features stores across eight Midwestern states, will be the title sponsor of the Labor Day weekend racing festival in Milwaukee, Aug. 30-Sept. 1. The Hy-Vee Milwaukee Mile 250s represents the first IndyCar Series event hosted at the world’s most historic speedway since 2015. It will also mark the first IndyCar doubleheader weekend at the Milwaukee Mile and the penultimate event of the 2024 season.
“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.”
One of the most active and visible brands in sports marketing, Hy-Vee’s partnership with IndyCar and Wisconsin State Fair Park represents the company’s continued support of motorsports.
The Iowa-based grocery chain first became an IndyCar partner in 2020, as a sponsor with the Rahal Letterman Lanigan Racing team. In addition to sponsoring the No. 45 Hy-Vee Honda for RLL with driver Christian Lundgaard in the NTT IndyCar Series, Hy-Vee has served as the primary host and entitlement partner for the IndyCar doubleheader weekend at Iowa Speedway since 2022.
“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 Anna Stoermer, Chief Marketing Officer and Executive Vice President at Hy-Vee. “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.”
Wisconsin State Fair Park, which annually hosts one of the nation’s most popular state fairs in early August, will host the Hy-Vee Milwaukee Mile 250s weekend, featuring 250-mile IndyCar Series full points-paying races on back-to-back days.
On-track activities will begin on Friday, Aug. 30, followed by IndyCar races on both Saturday and Sunday.
Located at Wisconsin State Fair Park in the Milwaukee suburb of West Allis, Wis., the Milwaukee Mile is the world’s most historic operating speedway, hosting races since 1903. Open-wheel racing began competing at the Mile in 1939 and there have been 114 Indy car races hosted at the track over nine decades.
The NTT IndyCar Series last hosted an event at the Milwaukee Mile in 2015, a race won by Sebastien Bourdais. IndyCar champions Scott Dixon (2009) and Will Power (2014) are current active series drivers who have won at the Milwaukee Mile.