Hey, how about a cross-promotion?
"It makes great sense to be represented in one of the greatest venues," Burger said about the associate sponsorship program between GoBowling.com and Dale Coyne Racing for the Milwaukee 225 at the Milwaukee Mile (3:30 p.m. ET on ABC).
GoBowling.com branding will be on the No. 19's engine cover. GoBowling.com serves as the consumer connection to bowling promotions, endorsements and league information at more than 4,000 bowling centers nationwide.
"Our executive director, Steve Johnson, who was with CART, had a friendship with Dale Coyne," Burger said. "They struck up a conversation and that led into a discussion on how to partner America's largest participation sport with IndyCar. We're excited to be part of it at the Milwaukee Mile and looking forward to having the No. 19 GoBowling.com have a strong finish.
"Wisconsin is a great representation of bowling; a lot of great bowling families and a large number of centers in that area."