Rahal Letterman Lanigan Racing has signed blu eCigs to sponsor the IndyCar team this season.

The electronic cigarette brand will be the primary sponsor for Mike Conway at Long Beach in April, and will be an associate sponsor on Graham Rahal's car for the entire season. Blu eCigs will take on a high-profile role with the team through strategic branding and personal services.

Jason Healy, president of North Carolina-based blu eCigs, said Wednesday the e-cigarette company has "seen a very positive response by fans and crew alike from our previous involvement in motorsports."

RLL co-owner Bobby Rahal said blu eCigs is a fit with IndyCar because the series "prides itself on innovative designs and superior performance."