Iowa Speedway has announced a new title partner for the 2025 IndyCar double-header weekend.
Sukup Manufacturing Company will be the new sponsor of the event, taking the place that Hy-Vee held for the past three years.
Sukup is a big name in the farming business, self-described as the “World’s largest family-owned and operated manufacturer of grain storage, drying, and handling equipment.”
Hy-Vee became the title sponsor of the event in 2022, when IndyCar returned to the track following a one year hiatus.
The grocery chain spent a lot of money on promotion of the event, bringing big-name musical acts to the track in order to drive ticket sales.
It also invested in the track’s infrastructure, making improvements that the facility needed.
In February, it was announced that Hy-Vee would still be involved in the IndyCar double-header event, but would no longer serve as the title sponsor.
Sukup has now stepped in to fill the role, and will have its name and iconic grain silo as part of the event’s logo for this year.
Iowa Speedway sits in the middle of the state that is dominated by farming, with nearly 30 million of the state’s total 36 million acres devoted to crop growth.
Farm equipment and tractors are often on display during race weekends, representing the trades that fuel the local economy.
One aspect that was lost in the transition to a new sponsor was the high profile musical acts.
Fans attending in July will still have two complete races to enjoy, but will no longer get a free concert before and after each race.
This year’s ticket prices were adjusted downwards to account for the loss of extra entertainment, but it remains to be seen how the change will affect overall attendance.
