[Get our Twitter updates here.]

We can always count on MillerCoors, the Chicago-based competitor to Anheuser-Busch, to periodically aim feisty and creative challenges at its much larger rival. They are entertaining.

The latest challenge seems to be in the service of free publicity as well as a good cause. Last week, MillerCoors issued a “Beer Car Challenge for Charity” to Anheuser-Busch InBev, in which the #2 Miller Lite Dodge and the #9 Budweiser Dodge would race for their respective charity during the 10-week NASCAR Chase for the Sprint Cup.

In MillerCoors‘ proposed challenge, the higher finishing beer car in each race will win $2,500 for its charity, and the higher finisher in the final Chase standings will win $25,000 for the same charity. The #2 Miller Lite Dodge has already announced that, should Anheuser-Busch InBev accept the challenge, it will be running for Operation Homefront, an organization that helps military families in need.

“We have a lot of confidence in our Blue Deuce finishing well each week and bringing home the championship,” MillerCoors president and chief commercial officer Tom Long said in a statement. “Whoever comes out on top, the winner in this deal is charity, and that is what’s most important.”

As far as we can recall, Anheuser-Busch has historically been cool to the idea of answering sports-related challenges from MillerCoors. Anheuser-Busch has been silent in the face of MillerCoors’ previous NASCAR challenges, and it also passed on a challenge related to a baseball series between the Cardinals and Brewers. (Busch Stadium would be renamed “Miller Lite Stadium” if the Cardinals lost - needless to say, A-B was cool to the idea. )

We’ll see if this time is different.