Indianapolis Motor Speedway has renewed its partnership with American Dairy Association Indiana under a new multi-year agreement centred on the Indianapolis 500.
The association will continue organising the milk-selection process for all 33 race starters and selecting two Indiana dairy farmers to present the bottle in victory lane. Drivers choose whole, two per cent or skim milk before the race, continuing a tradition that began with Louis Meyer’s request for buttermilk after his 1936 victory.
The commercial scope extends beyond the post-race presentation. American Dairy Association Indiana will continue to support the Fastest Rookie Luncheon and sponsor the Indianapolis 500 Rookie of the Year trophy. The trophy was redesigned for the 2026 event and incorporates the Marmon Wasp driven by Ray Harroun in the first Indianapolis 500.
IMS described the renewal as a continuation of a longstanding relationship. Neither party disclosed the exact term, financial value, activation budget, hospitality rights or supply arrangements. The association is a not-for-profit promotion and nutrition-education organisation funded by Indiana dairy farm families; the release does not identify an exclusive commercial milk brand.
The renewal is substantive because it secures a recognisable event asset and related rookie programme for multiple years. It is not a race preview or a one-off social activation, although the official announcement also includes routine ticket information for the 2027 event.
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