Hy-Vee’s sponsorship of the IndyCar Doubleheader at the [Iowa] speedway runs through this year, and it now is in discussions with NASCAR to sponsor this year’s Cup Series race weekend in some form, as well, said Tina Potthoff, spokesperson for the supermarket chain.

Details of the contract are not finalized and no other information is yet available, Potthoff said.

Hy-Vee has spent millions using IndyCar to reach new audiences in places like Indianapolis, one of several cities West Des Moines-based company is planning to expand to. It also is planning stores in Tennessee — long a NASCAR hotbed.

Des Moines Register

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