Bowers & Wilkins has expanded its role with Bryan Herta Autosport in partnership with Bowen Motorsports to be the primary sponsor of the No. 98 Honda driven by Gabby Chaves for the Verizon IndyCar Series season that starts March 29 with the Firestone Grand Prix of St. Petersburg.

Since 1966, Bowers & Wilkins has developed high-end audio equipment, including recording studio, automotive, home and theater applications. The company, with headquarters in England, has been an associate sponsor of the team since 2012.

Technology is at the forefront of Bowers & Wilkins’ business, which correlates to the Verizon IndyCar Series.

“IndyCar provides a great opportunity for us to engage our national dealer network and expose the brand to our target demographic," Bowers & Wilkins chairman and CEO Joe Atkins said.

Chaves, the 2014 Indy Lights Presented by Cooper Tires champion, will be in the No. 98 entry March 16-17 at Barber Motorsports Park as part of the Verizon IndyCar Series Promoter Test of the new aerodynamic bodywork components supplied by Chevrolet and Honda.

Comerica Bank Free Prix Day returns

Continuing a tradition that started with the first Grand Prix event in Detroit in 1982, the Chevrolet Detroit Belle Isle Grand Prix and Comerica Bank announced that they are again teaming up for "Free Prix Day."

On May 29, fans will have the opportunity to take in the on-track action of the Verizon IndyCar Series on the Belle Isle circuit and other events for free. GET TICKETS TO THE RACE WEEKEND

Of note

Bankers Financial Corporation, a St. Petersburg, Fla., insurance, surety and business solutions company, will be an associated sponsor on the No. 20 CFH Racing car driven by Luca Filippi in the season-opening Firestone Grand Prix of St. Petersburg. … On March 10, 2001, Scott Sharp drove an Indy Racing Experience two-seater on the Indianapolis Motor Speedway oval for the first time. Jeff Sinden, co-owner of the company, was the passenger. … DHL has been named Official Express and Logistics Provider for the Indy Grand Prix of Louisiana on April 10-12.