EMI Announces 32% Increase in 2007 Sales, New Offerings Forthcoming


MILWAUKEE, WIS. (October 17, 2007) – The Milwaukee Mile, the world’s longest continuously operating motor speedway, announced today the extension of an agreement with Event Merchandising Inc (EMI), with EMI as the official merchandiser through the 2012 season.


EMI is also the merchandiser for the Milwaukee Bucks, Bradley Center, Milwaukee Admirals, Marquette University, and numerous concert events, professional sports teams, the NCAA Frozen Four and 56 indoor and outdoor entertainment venues throughout the country and Puerto Rico.


Managing the relationship between America’s Legendary Oval and EMI is Jeff Simpson, a former professional racer and son of racing safety innovator Bill Simpson.


Simpson said Milwaukee Mile merchandise sales this past season increased substantially, up 32%.  In the first year of this relationship, Mile merchandise sales grew 16.3% in 2006.


“We set out as new promoters of The Milwaukee Mile to increase our fan experience and challenged Jeff and EMI to produce quality, affordable merchandise for our fans,” commented Craig Stoehr, Milwaukee Mile chairman.  “We’re very pleased with what’s developed over the past two seasons with at-event ad website retail growth of Milwaukee Mile merchandise.”


The website houses current and discounted merchandise, with a link from The Mile’s website, another convenient way to check out apparel and unique Milwaukee Mile event merchandise and collectibles.


The tradition continues of the stars of the Indianapolis 500 racing at The Milwaukee Mile the Sunday after the Indy 500, in the June 1st ABC Supply / A.J. Foyt 225.  Other exciting 2008 schedule details are to be announced in the very near future.  For the latest on activities at The Milwaukee Mile, visit the speedway’s website,


For more information on EMI, visit their comprehensive website,