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Start Your Engines, America!

by Joel Velasco on May 27, 2010

Fans of IndyCar and biofuels spent the week gearing up for Sunday's Indianapolis 500. On Wednesday, over 150 Indianapolis motorists were treated to a sweet deal: an 85 minute, 85 cents per gallon discount on E85 and regular gas. The lines were huge. And now we're launching new ads on national television promoting ethanol as well as welcoming Sunoco as a partner of the IZOD IndyCar Series.

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Sugarcane Ethanol Fuels IndyCar and Could Fuel Your Ride, Too

Fans of IndyCar and ethanol spent the week gearing up for Sunday's big race (aka, all of us at SweeterAlternative).

On Wednesday, over 150 Indianapolis motorists were treated to a sweet deal: an 85 minute, 85 cents per gallon discount on E85 and regular gas, thanks to a promotion by the Brazilian Sugarcane Industry Association (UNICA), Apex-Brasil, and the Firestone Indy Lights series. The event sold over 1,500 gallons of fuel and helped raise awareness about the benefits of ethanol. Based on the long lines, I’d say it was a greater success than our other fuel promotion in Washington, DC on Tuesday.

In addition to the fuel discount, ten $50 fuel cards and 20 pairs of tickets to the Indy 500 Miller Lite Carb Day were distributed. Firestone Indy Lights drivers James Hinchcliffe, Stefan Wilson, Charlie Kimball and Martin Plowman were also on hand to greet motorists, pump fuel, wash windshields and pose for pictures. (Follow us on Twitter to see all the great pictures.)

Speaking of IndyCar drivers, we've got some more big news to share.

For the first time ever, we’re taking our message about sugarcane ethanol to national network television during ABC’s national coverage of the Indy 500 with ads featuring some of your favorite drivers: Ryan Hunter-Reay, Ana Beatriz, Takuma Sato, Davey Hamilton, E.J. Viso and the pole sitter for Sunday's race, three-time Indy 500 winner Helio Castroneves. The ads highlight the benefits of ethanol to your pockets, the environment and the market, by promoting competition, on and off the track. As usual, we have a little fun (Rule #3) too, thanks to Castroneves (hint: no dancing or fence climbing involved!). Check out the ads and let us know what you think!

We're also excited to welcome Sunoco as the official fuel retailer and convenience store of the Indy Racing League’s IZOD IndyCar Series and Firestone Indy Lights. Sunoco is not new to racing and using ethanol but they are starting to produce their own in New York State. We look forward to working with Sunoco to promote the use of ethanol in the U.S. and wherever the IndyCar Series takes us.

copyright 2010 Brazilian Sugarcane Industry Association