Heritage sings again.

Not content with signing Aerosmith as a sponsor for the Indianapolis 500 earlier this year, Heritage Motorsports have teamed up with another major rock-star in the shape of John Mellencamp for the remainder of the season giving Heritage the mantle of being true rock and roll racers.

Heritage Motorsports is teaming up with the Indy Racing League and its "Take a Ride with Us" advertising campaign, which features legendary rock star John Mellencamp. The team's new red, white and blue John Mellencamp-themed car will help promote the Indiana rocker's new album and summer concert tour and will be featured in the "Take a Ride With Us" campaign for the remainder of the season. The new paint scheme debuts this weekend at the Belterra Casino Indy 300 and will remain on the car for the final three races of the season.

Another key element of this promotion is the opportunity for both the Indy Racing League and Heritage Motorsports' sponsors to reach thousands of fans at concerts throughout the summer. A Heritage Motorsports/"Take a Ride With Us" Indy Racing car will be on display at all of Mellencamp's concerts on his "Cuttin' Heads" 2001 tour through September. The previously cash-strapped team is still looking for additional sponsors to take advantage of this multimillion-dollar marketing program.

"We're excited to be involved with such a major marketing promotion," said John Mecom III, co-owner of Heritage Motorsports. "We want to be involved in business partnerships that are innovative and creative, and this deal will be attractive to a lot of companies. We've seen first hand that rock 'n' roll and Motorsports create a dynamic marketing program. This is a tremendous opportunity for potential sponsors to gain immense exposure through the Indy Racing League and at Mellencamp concert tour venues all over America."

This is the second rock-music tie-in this season for Heritage, a first-year team in the Indy Racing Northern Light Series. At the Indianapolis 500, Heritage teamed up with legendary rock band Aerosmith to promote the band's new album and summer tour.

"For this team, proving our marketing creativity to sponsors is as important as proving ourselves on the track," Mecom said. "At the Indy 500, everyone knew the pink Aerosmith car, and millions more saw it on television and in print publications around the country. Now, having the Mellencamp-themed car on the track and on display at concerts gives fans another opportunity to connect with Heritage Motorsports and the IRL. We are striving to create new ways to increase exposure and brand awareness for our team and our potential partners."

Indy Racing veteran Jeff Ward drives the No. 35 Heritage Motorsports Firestone Menards G Force/Oldsmobile/Firestone. He is 10th in the series point standings.