Milwaukee race gets title sponsor

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Eric Mauk

During last Sunday’s meeting with the media at Belle, as Indy Car CEO Randy Bernard debunked rumors of his imminent ouster, he dropped this seemingly innocuous nugget about Michael Andretti’s organization.

“Michael Andretti is a big supporter of mine and he has really stepped up, you see a lot of what he is doing with his team, his Road To Indy program and his event management,” Bernard said. “I really hope that his involvement continues to do well.”

Now it appears that Indy Car has returned some of that support to Andretti, by presenting Andretti’s promotional arm with a title sponsor for his event at the Milwaukee Mile in two weeks.

Ernesto Viso, HVM Racing
Ernesto Viso, HVM Racing

Photo by: Andy Sallee

The series announced today that it has entered into a partnership with XYQ, which will see the augmented technology company and application service provider named as the entitlement sponsor of the June 15-16 event. The race will be now be known as the Milwaukee IndyFest Presented by XYQ.

XYQ will create a wireless application called the Milwaukee IndyFest WayFinder, designed to help fans navigate at-track activities through geo-coordinate technology. The smartphone application will be available for download in the Android Marketplace as well as at iTunes.

“The Milwaukee IndyFest is a great opportunity to utilize our technology to help modernize the guest experience at the oldest track in the country,” said John Marcum, founder, XYQ Inc. “This real-time application service will allow fans to find everything they need at the track to ensure they don’t miss out on any of the on- and off-track action during race weekend. We feel the synergy between the sport and our company is a great way to highlight our technology in a way that will benefit the fans.”

Under the agreement, XYQ will be the official Augmented Technology and a New Media Partner of INDYCAR, the sanctioning body of the IZOD IndyCar Series and Firestone Indy Lights.

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Series INDYCAR
Tags indy car, milwaukee, sponsor