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In 1997, another main TMI sponsor was Quaker State. Not
only did Quaker State’s name appear in the name of Robbie Buhl’s
car, but Quaker State was the car’s primary sponsor. Quaker
State received prominent logo placement on the race car, pit crew
jackets, and Indy promotional materials. Quaker State paid TMI a
sponsorship fee of approximately $1.5 million.
During 1998, Johns Manville was a major TMI sponsor. In
addition to the Johns Manville reference in the name of Robbie
Buhl’s car, Johns Manville’s logo appeared prominently on the
race car, on Mr. Buhl’s uniform, and in Indy promotional
materials. Other sponsorship benefits included opportunities for
Johns Manville’s customers to meet Mr. Menard, the team, and the
drivers; logo positioning on the driver’s cars within view of the
onboard camera; and use of new Johns Manville products19 on the
race car. Although Johns Manville’s national account manager,
John O’Reilly, testified that Johns Manville paid sponsorship
fees, the record does not reveal the amount paid for either year.
C. Menards, Mr. Menard, and TMI
1. Menards’s General Involvement in Motor Sports
Menards originally became involved in motor sports in 1979.
From 1980 until 1992, the year of TMI’s incorporation, Menards
directly owned, sponsored, and raced cars. Menards was active in
19Johns Manville sold fiberglass insulation.
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