 The young tradition quickly went away, and for a time after World War II, was replaced by "Water From Wilbur" – a silver jug (resembling an ice bucket) filled with icy-cold water, presented by then-Speedway president, and three-time former winner Wilbur Shaw.By 1956, the milk returned as a ritual as milk companies became sponsors of the race purse and handed a bottle of milk to the winner to promote their product.A sponsorship of currently $10,000 now paid out by the American Dairy Association if the winner sips the milk in victory lane.