Steak 'n Shake "will enter IndyCar this year as primary sponsor for Graham Rahal at five venues," including IMS for the Indianapolis 500, according to Jenna Fryer of the AP. The deal with Rahal Letterman Lanigan Racing is the "first foray into racing" for the Indianapolis-based QSR. The partnership "begins next month at Long Beach and includes both races at Indianapolis Motor Speedway, Mid-Ohio and the doubleheader at Detroit for a total of six races." Steak 'n Shake "will also be an associate sponsor for Rahal the remainder of the season." The sponsorship "is a dream-come-true" for RHR co-Owner David Letterman, "a longtime Steak 'n Shake fan who used to frequent the hamburger joint" when he lived in Indianapolis. RHR co-Owner Bobby Rahal "admitted to also being a longtime fan" of the QSR. However, he said that he "never envisioned the Indianapolis company could be a potential sponsor." Bobby Rahal: "This is another bit of good news for our sport with a new company coming in." Fryer notes Maxim magazine branding "will also be featured on the race car." Maxim and Steak 'n Shake "are both owned" by San Antonio-based Biglari Holdings (AP, 3/24).
