The Indianapolis Motor Speedway and MillerCoors have extended their long-standing partnership, with expanded involvement by the brewer at the Racing Capital of the World.
Miller Lite will continue as the Official Malt Beverage of the Indianapolis 500 and the Kroger Super Weekend at the Brickyard at IMS. MillerCoors will also become a “Podium Partner,” signifying IMS corporate partners of significant investment level.
“IMS has enjoyed a long, successful partnership with MillerCoors, and we’re pleased to continue that relationship for years to come,” Jeff Belskus, IMS president and chief executive officer, said in a press release. “MillerCoors has created many innovative promotions surrounding IMS events throughout our relationship, and we’re thrilled the company is expanding its sponsorship and activation.”
Other components of the partnership extension:
- Continued sponsorship of Coors Light Carb Day, the traditional final practice for the Indianapolis 500 that kicks off the extended Race Weekend. The Coors Light Carb Day Concert features a national recording act and draws one of the largest crowds of the year to IMS.
- New presenting sponsorship of the Snake Pit. The Snake Pit, a party area inside Turn 3 at the Indianapolis 500 featuring world-class DJ’s and other festivities, will expand during May. Miller Lite will also participate in the Snake Pit Tour, which promotes the Snake Pit in bars across Indiana during April and May.
- Continued sponsorship of the Miller Lite Party Deck during the Indianapolis 500 and Super Weekend at the Brickyard (NASCAR, GRAND-AM). The Miller Lite Party Deck will open for more days and will also feature new branding.
- Increased facility signage and activation.
The extension of the partnership between IMS and MillerCoors continues a partnership that started in 1977 when Miller Brewing Company first sponsored the Indianapolis 500 Pit Stop Challenge. Miller’s first involvement at the Indianapolis 500 came in 1973, when Miller High Life sponsored the car driven by Jim Hurtubise.
Coors has been involved with IMS and the Indianapolis 500 since 1996, when it started sponsorship of the Pit Stop Challenge. Coors has also sponsored Carb Day and other Indianapolis 500 activities since then.
The 97th Indianapolis 500 is scheduled for May 26, with Opening Day on May 11. The second annual Kroger Super Weekend at the Brickyard, featuring NASCAR Sprint Cup, NASCAR Nationwide, and GRAND-AM Road Racing, is scheduled for July 25-28.