According to the Indianapolis Motor Speedway, an executive from Indiana’s dairy industry got a look at the photo, and subsequently asked race personnel and promoters to offer race winners milk every year. Between 1947 and 1955, the milk was replaced with water; then the practice was brought back for 1956, and has been in place ever since.
The Speedway notes that there was no prize money initially. However, the dairy industry in Indiana offered $400 to dairy-drinking drivers, and today that prize now stands at $10,000. The tradition started as what was practically a marketing stunt by the dairy industry, and has since become a staple of the sport.
Interestingly, most drivers request whole milk, and a few racers have a preference for 2% or skim milk. Chocolate milk, strawberry milk, eggnog, or other milk-related drinks are not allowed, unfortunately. If you happen to catch the race this Sunday, May 28, keep an eye out for the celebratory milk bottle.
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