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FireKeepers Casino Hotel will remain a centerpiece of NASCAR’s annual return to Michigan after extending its partnership with Michigan International Speedway through a new multi-year agreement.
Michigan International Speedway announced this week that FireKeepers Casino Hotel will continue as the entitlement sponsor of the NASCAR Cup Series race, the FireKeepers Casino 400, strengthening a relationship that dates back nearly a decade.
The extension ensures one of Michigan’s most recognizable gaming brands will maintain a prominent presence during one of the state’s largest annual sporting events.
FireKeepers Casino Hotel CEO Frank Tecumseh said in a statement:
“This partnership has been valuable in so many ways. The FireKeepers Casino 400 provides us with a tremendous opportunity to connect with race fans and showcase our brand to visitors from across the Midwest.”
The 2026 FireKeepers Casino 400 is scheduled for June 7 at the two-mile speedway in Brooklyn, MI.
FireKeepers and MIS relationship dates to 2016
The new agreement continues a sponsorship relationship that began in 2016, when the NASCAR Cup Series race at MIS was first renamed the FireKeepers Casino 400.
Since then, the race has become one of the most visible marketing platforms for FireKeepers, drawing tens of thousands of fans to the speedway while reaching a national television audience. The partnership has also included promotional events, VIP experiences, and fan engagement opportunities tied to race weekend.
Michigan International Speedway President Joe Fowler said the extension reflects the strong relationship between the two organizations.
“FireKeepers has been an incredible partner for Michigan International Speedway. Together, we’ve created memorable experiences for fans while showcasing two premier entertainment destinations in Michigan.”
Michigan property gains exposure through major sporting event
For FireKeepers, the partnership offers year-round branding benefits tied to one of the state’s highest-profile sporting events.
Owned by the Nottawaseppi Huron Band of the Potawatomi, FireKeepers Casino Hotel has grown into one of Michigan’s leading gaming destinations since opening in 2009. The Battle Creek-area property features nearly 3,000 slot machines, table games, a poker room, hotel accommodations, and multiple dining and entertainment options.
FireKeepers also has an online presence, offering a Michigan online casino and Michigan sports betting app.
The sponsorship extension comes as NASCAR continues to draw large crowds to Michigan International Speedway. In addition to the FireKeepers Casino 400, race weekend will feature NASCAR Craftsman Truck Series and ARCA Menards Series events.
By renewing the agreement, FireKeepers maintains its connection to one of Michigan’s marquee sporting weekends while continuing to expand brand visibility across the state and throughout the Great Lakes region.
