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Hendrick Motorsports has filed a multi-million-dollar lawsuit against Hooters, the sponsor of Chase Elliott’s No. 9 Chevrolet. The legal action, which was initiated on July 30, alleges that Hooters breached its sponsorship agreement with Hendrick Motorsports, leading to potential significant financial repercussions.
The dispute revolves around the failure of Hooters to make scheduled sponsorship payments, as outlined in their contract with Hendrick Motorsports. The restaurant chain, which has been a sponsor of Elliott and the team since 2017, was required to make four payments of $437,500 each during the racing season. These payments were due in March, June, August, and October, according to a report from Autoweek.
However, Hooters reportedly only made an initial payment of $45,000 in March and failed to make the subsequent payments, leaving a reported outstanding balance of over $1.7 million. This failure to fulfill its financial obligations led to a significant deterioration in the relationship between Hooters and Hendrick Motorsports.
By late June, the strain in their partnership became apparent when the Hooters decal was noticeably absent from Elliott’s car during the Nashville race, signaling deeper issues within the company. This omission marked a departure from their usual sponsorship display and highlighted the growing tensions between the two parties.
Hooters’ financial struggles appear to extend beyond its NASCAR involvement. In June, the company announced the closure of 44 “underperforming” locations across the country, indicating broader financial difficulties. This development further complicates the situation, as it suggests that Hooters may be facing significant challenges in meeting its business obligations, including its commitments to Hendrick Motorsports.
Despite these controversies, Chase Elliott managed to secure an important victory earlier this year at Texas Motor Speedway while driving under the Hooters sponsorship. This win was particularly significant as it marked the first victory for Hooters as a primary sponsor since 1992, when Alan Kulwicki won at Pocono. Elliott’s victory under the Hooters banner was a moment of celebration for the brand, but it has since been overshadowed by the ongoing legal dispute.
The timing of this lawsuit also coincides with the race weekend at Daytona International Speedway, where the dramatic Coke Zero Sugar 400 took place. Unfortunately, Elliott’s race ended in disappointment as he was involved in a crash, adding another layer of difficulty to what has already been a challenging period for both the driver and his team.
In summary, Hendrick Motorsports’ lawsuit against Hooters underscores the serious financial and contractual issues between the two entities. As the legal battle unfolds, it remains to be seen how it will impact both Hendrick Motorsports and Hooters, as well as the future of their partnership with Chase Elliott.