Steak n' Shake will enter IndyCar this year as primary sponsor for Graham Rahal for five races, including the Indianapolis 500.
It's the first foray into racing for the Indianapolis-based company, which claims to be "the home of the original Steakburger."
The partnership with Rahal Letterman Lanigan Racing begins next month at Long Beach and includes both races at Indianapolis Motor Speedway, Detroit and Mid-Ohio.
Joked team co-owner and Indiana native David Letterman: "I've been eating them since I was 11. Finally, free Steakburgers!"
Bobby Rahal said he'd never imagined in all his visits to Steak 'n Shake that the company could be a potential sponsor.
Maxim Magazine branding will also be featured on the race car. Maxim and Steak 'n Shake are both owned by Biglari Holdings Inc.