Bucyrus International, a mining-equipment manufacturer based in South Milwuakee, has been named as the title sponsor of the Nascar Nationwide Series race at Road American in Elkhart Lake, Wisconsin.

Under the new naming rights deal, the 15th event in the 35-race long series will be officially known as the Bucyrus 200 presented by Menards. Financial details of the arrangement were not revealed, however, it is estimated to be worth US$600,000.

•Gillette signs on to sponsor Sprint Cup race•Showtime in Darlington"We're not really in consumer products," said Tim Sullivan, chief executive officer of Bucryus International. "[But] you've got justification in five different ways about why this makes sense for us as a company.

"What really struck my interest is when the Milwaukee Mile and the promoters of the Milwaukee Mile were struggling to keep the race here. We wanted to make sure that we didn't lose another opportunity to keep a major event here in Milwaukee. I mean we lost the golf tournament. And you start to lose those things as a community and it becomes a situation where, very quickly, you become that large small-city or large small-region."

The Bucyrus 200 presented by Menards is set for 19th June.