Chase Elliott, the NASCAR Cup Series Most Popular Driver, will showcase the legendary red and white Coca-Cola colors as his primary sponsor at the Richmond Raceway. This change follows Hendrick Motorsports’ decision to part ways with their long-time sponsor, Hooters.
Initially, Hooters was scheduled to sponsor Elliott’s #9 Chevy for three race weekends. However, they were unable to meet their commitments, leading Hendrick Motorsports to terminate the partnership before the third planned event at Richmond. Consequently, Elliott’s car will now feature Coca-Cola’s iconic branding during the Cook Out 400 at Richmond Raceway on August 11. The new paint scheme, revealed by Hendrick Motorsports on August 6, marks Coca-Cola’s first appearance as the primary sponsor for the 2020 Cup champion.
Hooters had originally been set to appear as the primary sponsor for the #9 Chevy during three race weekends, fulfilling their obligations in Atlanta and Texas, where Elliott secured a victory. However, before the third race at Richmond Raceway, Hendrick Motorsports ended the sponsorship due to Hooters’ inability to meet its commitments.
With the new sponsorship deal, Coca-Cola, a long-time supporter of NASCAR, joins Elliott’s team for their second trip to Richmond Raceway this season. Elliott had been added to Coca-Cola’s roster of sponsored drivers early in 2023. The beverage giant has been an associate sponsor of Elliott’s #9 Chevy and serves as the official beverage sponsor for Hendrick Motorsports.
Coca-Cola boasts a rich history in NASCAR, sponsoring numerous drivers through its Coca-Cola Racing family. Notably, Chase Elliott’s father, Bill Elliott, was a founding member of the program in 1998.
The split between Chase Elliott and Hooters comes after a significant history of sponsorship. Hooters, one of NASCAR’s most iconic sponsors, entered the sport in 1991 with Alan Kulwicki. Elliott’s partnership with Hooters began in 2017, during his second season in the Cup Series.
In early July 2024, Hendrick Motorsports announced the termination of their relationship with Hooters, citing the chain’s failure to meet its “business obligations.” The team’s statement read: “Hooters has been a valued partner of Hendrick Motorsports since 2017, contributing to our shared successes both on and off the track. In recent months, however, Hooters has not been able to meet its business obligations to our organization. Due to these unfortunate and unexpected circumstances, and despite extensive efforts on both sides to identify a workable solution, it became necessary for Hendrick Motorsports to end the relationship.”
During their partnership, Chase Elliott brought Hooters to victory lane at Texas Motor Speedway, ending the brand’s three-decade win drought. In a memorable moment, Elliott honored the 1992 NASCAR Cup champion Alan Kulwicki with a Polish victory lap during his post-race celebrations.
