The NASCAR sponsorship landscape is undergoing major changes. As viewership declines and the sport struggles to grow, major brands like Mars Inc., Hooters, FedEx, and GEICO have decided to end their sponsorships. Unlike the past when one sponsor could fund an entire season, today’s NASCAR relies heavily on package deals and business-to-business partnerships. Yet, through it all, NAPA Auto Parts has remained loyal to Chase Elliott and Hendrick Motorsports.
NAPA’s connection to racing dates back to 1976 when Janet Guthrie drove a NAPA-sponsored car at the World 600. Over the years, they have backed notable drivers like Michael Waltrip, Martin Truex Jr., and Buddy Baker. Now, celebrating 100 years of NAPA Auto Parts, Chase Elliott, who has been associated with the brand since 2014, will honor this milestone with a special paint scheme at Texas Motor Speedway.
For the centennial, Elliott will drive a unique gold-themed No. 9 car. NAPA’s celebration extends beyond Elliott, as Brad Sweet in High Limit Racing and Daniel Hemric in the Truck Series will also sport commemorative designs at Texas. However, excitement turned into disappointment when Elliott’s new scheme was revealed. Fans had high hopes for a shiny, metallic gold tribute but were met instead with a dull, brownish-gold design that many felt didn’t match the festive spirit.
Social media quickly reacted, criticizing the underwhelming color choice. Fans expected a striking, reflective gold look that would pop under the Texas sun, but instead, many described the color as flat and uninspired. Even Elliott’s firesuit received backlash, with some fans suggesting they could have created a better tribute themselves. In contrast, Brad Sweet’s car, co-owned with Kyle Larson, was praised for its vibrant and shiny look.
Frustration grew among fans who have come to expect memorable designs for major milestones, similar to past tributes like Kyle Busch’s M&M’s schemes or Tony Stewart’s famous flame-themed designs. Comparisons were made to the standout efforts by Elliott’s teammates, particularly Kyle Larson’s award-winning throwback tribute at Darlington.
Some of the harshest critiques were brutally honest, with one fan comparing the gold color to an unpleasant shade. Others noted that the scheme not only looked bad but symbolized a perceived stagnation in Elliott’s recent performance. Since winning at Texas last year, Elliott has yet to return to victory lane, despite a few strong runs.
Perhaps the most stinging comment referred to the scheme as the “homeless look,” highlighting how important visual identity is in NASCAR. Fans have grown used to Elliott’s bold blue cars, making this dull gold a step back in their eyes. Interestingly, Elliott had recently commented that throwback schemes were losing their meaning, a statement that now seems to have backfired.
Ultimately, while the paint scheme was meant to honor NAPA’s century-long legacy, many fans feel it missed the mark. The best way for Elliott to change the conversation? Take the No. 9 car back to victory lane.
