IndyCar is partnering with Indiana University athletics to spotlight the upcoming Big Ten football showdown between No. 4 Ohio State and No. 5 Indiana. Celebrated five-time NTT IndyCar Series Champion Alex Palou will take on the unique role of honorary driver for the IU-themed car typically driven by the mascot Hoosier the Bison, who leads the Indiana football team onto the field. Palou will also be featured on FOX Sports’ Big Noon Kickoff pre-game show, enhancing IndyCar’s visibility through this high-profile event on October 17, 2026.

This collaboration includes a specially designed firesuit and helmet adorned with subtle design elements such as Bowl Game logos, aimed at delivering a fun experience for fans. The partnership builds on a two-year relationship between IndyCar and Indiana University, bridging motorsports and collegiate football. IndyCar Chief Marketing Officer Alex Damron expressed enthusiasm about the alignment, stating that Indiana Football’s aggressive style mirrors the high-speed competition of IndyCar racing, making it a synergistic alliance for promoting both entities.

Indiana University’s ties to IndyCar are newer compared to rival Purdue University, which has a long-standing connection to the Indianapolis 500 through its engineering pedigree and the Purdue University Band’s role in race traditions. However, IU has been increasingly involved recently, highlighted by IU football coach Curt Cignetti driving the Pace Car at the 110th Indianapolis 500 in May 2026. This growing relationship reflects a strategic effort to build new traditions between Indiana University athletics and the iconic racing series.

Looking ahead, the partnership between IndyCar and Indiana University is expected to expand with more joint activations, amplifying fan engagement across sports and motorsports audiences. Palou’s genuine enthusiasm for the Hoosiers showcases how notable racing figures can embrace collegiate athletics, enriching both fan bases. The upcoming Ohio State at Indiana game serves as a marquee event for this innovative marketing collaboration, demonstrating the potential for cross-sport promotion in key regional markets.