For nearly a century, the race eschewed any sort of naming rights or title sponsor, a move, though uncommon in the modern sports world, that was well-received by fans. This tradition finally ended in 2016 when a presenting sponsor, PennGrade, was added for the first time. In the 21st century, the facility has also slowly added sponsorship ads on the retaining walls and infield grass. The ESPN-produced ABC telecast of the event did not recognize this sponsorship and instead had Firestone Tires as its presenting sponsorship.