This is either...

really smart or really crazy.

From ballparkdigest.com (the item is posted in full here):

Miller Lite issues challenge to Busch for ballpark naming rights

Here's your clever gimmick of the day. Miller Lite today announced its 2007 NASCAR challenge to Budweiser, this time putting naming rights to Miller Park on the line for a weekend series between the Milwaukee Brewers and the St. Louis Cardinals.

The challenge, introduced by Miller Lite last season, pits the #2 Miller Lite car against the #8 Budweiser car, with the season-long NASCAR points leader winning the "wager" for his sponsor.

If the Miller Lite car finishes ahead of the Budweiser car in the season standings, Busch Stadium will be renamed Miller Lite Stadium for a to-be-determined 2008 series in St. Louis between the St. Louis Cardinals and the Milwaukee Brewers. If the Budweiser car finishes the season ahead of the Miller Lite car, Miller Park will be renamed Budweiser Park for a 2008 series in Milwaukee between the same two teams.

A-B declined the challenge last year, and there's no indication it will accept the challenge this year, either.