Milwaukee Mile Launches Merchandise Web Site

MIILWAUKEE (November 20, 2006) – Race fans will have an opportunity to go shopping 24/7 for Milwaukee Mile merchandise through the speedway’s newly-launched website, www.milwaukeemilestore.com, in conjunction with Event Merchandising Inc (EMI), the official merchandiser of The Milwaukee Mile.

Cultivating and managing the relationship that began with the 2006 season between the historic speedway and EMI is Jeff Simpson, EMI Retail Sports Development, based in Concord, NC.  Simpson is the son of racing safety innovator Bill Simpson and is a former professional race car driver.

“We have learned a lot this year working with The Milwaukee Mile staff in EMI’s first motorsports property opportunity.  As a racer myself and with our relationship within the industry, including dealings with Motorsports Authentics, we will continue to build from our initial efforts to create attractive merchandise available on www.milwaukeemilestore.com and at The Mile,” Simpson said.  “Thanks in large part to the efforts of EMI staff at the Bradley Center led by Kevin Fisk, we have solid direction and I think the fans will like what we have in store gearing up for next season.”

After starting from scratch for the 2006 season at The Mile, EMI produced good results, with a 16.3% increase in net profit margin.  As a privately-held company, Milwaukee Mile Marketing does not disclose financial figures.

“Our partnership with EMI has been very positive, generating low-six figures in sales considering all their start-up costs and what they all produced for throughout the year,” commented Milwaukee Mile chairman Craig Stoehr.  “We have invested a lot of time, effort and money in our first season promoting The Milwaukee Mile.  The launch of www.milwaukeemilestore.com is one of several initiatives going forward for us in connecting with our fans, parallel with our ticket initiatives to further the interest in world-class events at America’s Legendary Oval.”

Event Merchandising, Inc. is also the merchandiser for the Milwaukee Bucks, Bradley Center, Milwaukee Admirals, and numerous concert events, professional sports teams, the NCAA Frozen Four and 56 indoor and outdoor entertainment venues throughout the country and Puerto Rico.  For details, visit www.eventmerchinc.com.

The Milwaukee Mile is the oldest active motor speedway in the world, dating back to 1903, conducting world-class auto races sanctioned by IndyCar, NASCAR and several others.  Already announced for 2007 is a return to tradition ,with the IndyCar Series racing at The Mile on Sunday, June 3 – the Sunday following the Indianapolis 500, and the highly-anticipated return of the NASCAR Busch Series on Saturday night, June 23rd.  For more information, visit www.milwaukeemile.com.