It would be interesting to see the numbers, but I assume Hy-Vee looked at it as a weekend long commercial. It would be interesting to see how much the weekend long event cost them compared to running a Super Bowl Ad. I know the Iowa Indycar race is far from the Super Bowl as far as viewership and probably cost them a hell of a lot more, but highlights, news coverage, YouTube replays etc. all have the HyVee name plastered all over, it’s not just the race.
I have no idea if it was really worth it in the long run, but from what I have been hearing, it really put HyVee in a positive light, especially with the drivers and teams.