Chase Elliott, widely recognized as the NASCAR Cup Series’ Most Popular Driver, is set to don the iconic red and white colors of Coca-Cola as his primary sponsor during the upcoming race at Richmond Raceway. This exciting development comes on the heels of Hendrick Motorsports’ decision to part ways with Hooters, a long-time partner, due to the restaurant chain’s inability to fulfill its sponsorship commitments.
Initially, Hooters was slated to support Elliott’s #9 Chevrolet for three race weekends. However, as the situation unfolded and Hooters could not meet its obligations, Hendrick Motorsports opted to terminate the partnership prior to the third scheduled race at Richmond. This decision paved the way for Coca-Cola to step in as the new primary sponsor.
Elliott’s #9 Hendrick Motorsports Chevy will proudly showcase Coca-Cola’s distinctive colors during the Cook Out 400, which is set to take place at Richmond Raceway on August 11. The unveiling of the new paint scheme occurred on August 6, generating excitement among fans and marking Coca-Cola’s inaugural appearance as the primary sponsor for the 2020 Cup Series champion. This partnership not only highlights Elliott’s popularity but also reinforces Coca-Cola’s commitment to the sport and its fans. As the race approaches, anticipation builds for what promises to be an electrifying event with Elliott at the wheel, representing one of the most recognizable brands in the world.
Hooters was initially set to be the main sponsor for the #9 Chevy across three race weekends. They successfully completed their commitments in Atlanta and Texas, where Elliott clinched a win. However, HMS parted ways with the company before their scheduled third appearance at Richmond Raceway. Now, Chase Elliott has secured a sponsorship deal with Coca-Cola for NASCAR’s upcoming second visit to Richmond Raceway. Coca-Cola, a veteran sponsor in the NASCAR scene, welcomed Elliott to its lineup in early 2023. The renowned beverage brand has been an associate sponsor for the #9 Chevy and serves as the official beverage sponsor for Hendrick Motorsports.
Coca-Cola boasts a storied legacy in NASCAR, having sponsored a multitude of drivers through its Coca-Cola Racing family. Notably, Chase Elliott’s father, Bill Elliott, was a pioneer of this initiative when it launched in 1998.
Why did Chase Elliott and Hendrick Motorsports part ways with Hooters?
Hooters has been a staple in NASCAR sponsorships since its debut with Alan Kulwicki in 1991. Chase Elliott began collaborating with the restaurant chain in 2017, during his second year in the Cup Series.
In early July 2024, Hendrick Motorsports announced the termination of its partnership with Hooters, explaining that the restaurant was unable to fulfill its “business obligations.” The team’s statement highlighted:
“Hooters has been a significant partner for Hendrick Motorsports since 2017, playing a key role in our mutual achievements both on and off the racetrack. However, in recent months, Hooters has struggled to meet its business commitments to our organization. Given these unforeseen circumstances, and after extensive discussions to find a viable solution, it became necessary for Hendrick Motorsports to conclude the partnership.”
Chase Elliott celebrated a remarkable victory at Texas Motor Speedway, bringing Hooters back to the winner’s circle after a 30-year drought. In his post-race festivities, he paid tribute to the 1992 NASCAR Cup champion Alan Kulwicki with a memorable Polish victory lap.
Chase Elliott secures a new sponsorship deal for the upcoming race as Hooters withdraws its support.
