Historic Saturday, May 31 Event Coinciding with IndyCar Series Weekend


MILWAUKEE, Wis. (March 4, 2008) Today, The Milwaukee Mile announced a new marketing partnership with Sears Holdings and the addition of the “Sears Auto Center 150” United Speed Alliance Racing (USAR) Hooters Pro Cup Series event, to be run on Saturday, May 31.


This will also signify a renewal of Sears’ participation at The Milwaukee Mile, as the nearby Hoffman Estates, Ill.-based company was heavily involved as the weekend entitlement sponsor of the historic speedway’s NASCAR Craftsman Truck Series event for six years, from 1995 through 2000.


The Saturday, May 31 Sears Auto Center 150 will run on IndyCar Series Pole Day, one day prior to the ABC Supply / A.J. Foyt 225 IndyCar Series event at The Mile on Sunday, June 1.


There will be no increase in ticket prices for either day according to speedway officials, with Sears Auto Center 150 race day tickets family-friendly priced at $15 for adult general admission, with children ages 12 and under admitted free with an issued ticket.


To accommodate the increased on-track activity, practice and qualifying sessions for the Sears Auto Center 150 will take place on Friday May 30, which will be a free grandstand admission day to allow fans to reacquaint themselves with the traveling stock car series that made a one-off visit to The Mile in 1997.


“We are pleased to welcome Sears Auto Center back to The Milwaukee Mile,” commented Milwaukee Mile Chairman Craig Stoehr.  “We listened to our fans and worked with the Indy Racing League in moving both of their events to Sunday, to allow us to strike up a partnership with Sears and their existing involvement in the USAR Hooters Pro Cup Series.  Adding more racing on this weekend is a winning move for our loyal fans across the board.”


Sears participation in the nationally televised USAR Hooters Pro Cup Series, and the interest of USAR to compete at The Milwaukee Mile made for quick work in making this possible.


“Sears Auto Center is excited to be a sponsor of the USAR Racing Series once again for the 2008 season,” said Rick Sawyer, Vice President and General Merchandise Manager of Sears Auto Center.  “I know I speak for all Sears Automotive associates in saying how proud we are to be a part of this great racing experience.”


The USAR Hooters Pro Cup Series offers two regional series – the Northern Division and Southern Division – that conclude each season in a four race schedule with both series to determine one national champion.  The race cars are very similar to NASCAR Nationwide Series stock cars, racing on BFGoodrich Tires g-Force radials.  Proven stock car veterans Bobby Gill, Gary St. Amant and Mike Garvey compete against rising talents and accomplished drivers on America’s best short tracks.


The Milwaukee Mile will be one of only two mile-long tracks the USAR Hooters Pro Cup Series competes on during the 2008 season, which should equate to a high-caliber of drivers competing in the Sears Auto Center 150.  By design, USAR does not schedule a Northern and Southern event on the same weekend, allowing for maximum participation.  During the 2007 season, over 100 USAR competitors raced at 16 short tracks in 11 states.


Expected in the event activation are the six Hooters Restaurants in Wisconsin, located in the Milwaukee suburb of Greenfield, plus stores in Janesville, Madison, LaCrosse, Green Bay and Appleton.  An additional nine locations in Chicago and northern Illinois will also be incorporated in the promotion of the Sears Auto Center 150.


“Returning to The Milwaukee Mile is one of the highlights of our schedule,” said Gene Cox, USAR President.  “The track is steeped in racing history and will provide a great setting for the Sears Auto Center 150.  But the race itself will be historic, as well.  For the first time in Hooters Pro Cup Series history, the race will be a combination event, where both divisions will be allowed to compete.  With nearly 60 teams expected, this race will be a must-see event.”


In 2007 under Stoehr’s direction, The Milwaukee Mile renewed a long-standing tradition of hosting the IndyCar Series the Sunday following the Indianapolis 500.  With the Sears Auto Centers 150 event on Saturday, and an increase to three championship events now being contested on this much-anticipated weekend, the 100-mile Indy Pro Series race will move to Sunday, June 1 as a prelude to the IndyCar Series race.


The May 30 – June 1 weekend schedule is a work in progress and be made available on The Mile’s  website,  Financial details were not disclosed.



About Sears Holdings Corporation

Sears Holdings Corporation is the nation’s fourth largest broadline retailer with over $50 billion in annual revenues and approximately 3,800 full-line and specialty retail stores in the United States and Canada.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and maintenance.  Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands’ End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands.  It also has Martha Stewart Everyday products, which are offered exclusively in the U.S. by Kmart and in Canada by Sears Canada.  The company is the nation’s largest provider of home services, with more than 13 million service calls made annually.  For more information, visit Sears Holdings’ website at


For more information on the USAR Hooters Pro Cup Series, visit


About The Milwaukee Mile

The Milwaukee Mile is the world’s oldest active motor speedway, dating back to 1903.  America’s Legendary Oval offers world-class auto racing featuring the stars of the Indianapolis 500 and the talented teams competing in the NASCAR Nationwide Series (formerly NASCAR Busch Series) and NASCAR Craftsman Truck Series on back-to-back nights June 20 & 21.  In addition, The Mile plays host to a diverse cross-section of short track series and racers from Wisconsin and attracting teams from across the country, including 2003 NASCAR NEXTEL Cup champion Matt Kenseth, who competes annually in a late model stock car on the speedway’s traditional Governor’s Cup weekend August 22-24.  For the latest on activities at The Milwaukee Mile, visit the speedway’s website,