Well, it sounds like it was a coincidence, but....
If I was a business that occupied a market space that was fairly narrow and defined, and as some say shrinking or dying due to an aging demographic (not that I agree, but just for example), I don't know that I would cede any ground to my primary competitor. I would take steps to keep my name in front of my customers and would-be customers through all available means, just to remind them that I am still in the marketplace, particularly during an event that is sponsored by and focused on my primary competitor.
A number of years ago, Coke sponsored nine cars touting their brand during the Pepsi 400, the 4th of July race at Daytona. It allowed for the word "Coke" to be frequently stated during the race to break up the Pepsi monopoly.
BTW, it would have worked better if Jeff Gordon hadn't won driving a Pepsi car.