MillerCoors to Extend Chicagoland Speedway Sponsorship

By Community | March 11, 2013

Chicagoland Speedway and MillerCoors are set to announce today a new multi-year sponsorship deal that will keep Miller Lite as the official beer of the Joliet track, a title it has held since 2001. 

The renewed alliance, which also applies to the adjacent Route 66 Raceway drag-racing venue, means the beer will continue to don track amenities like the Miller Lite Pit Stop beer garden next to the grandstands, the Miller Lite Turn 1 Party Deck and other signage around the venue. 

“It’s a perfect fit for us,” said Chicagoland Speedway president Scott Paddock. “They’re an industry leader and we love doing business with companies in our backyard.” 

Mr. Paddock says the track is also planning to upgrade its infield fan zone, which will “tie Miller Lite into that footprint.” 

Corporate sponsorship is a big piece of the revenue pie for the track, in addition to ticket sales and television revenue doled out from Nascar through its broadcast rights deals with Fox and ESPN. Revenue from the ESPN-carried races stands to increase in value next year, when the expiration of ESPN’s contract with Nascar could spark a bidding war over the second half of the stock-car racing schedule. 

The track currently has more than a dozen corporate partners, including global brands Coca-Cola, Toyota and Gatorade, as well as local names like O’Reilly’s Auto Parts and Hollywood Casino.