In a surprising turn of events, Hooters has agreed to pay $900,000 to Hendrick Motorsports following a sponsorship dispute involving NASCAR star Chase Elliott. The long-standing partnership, which once seemed like a perfect match between the popular restaurant chain and one of NASCAR’s biggest names, has now hit a financial snag.
The disagreement reportedly stemmed from contractual obligations linked to Hooters’ sponsorship of Chase Elliott’s No. 9 Chevrolet. While the exact details of the dispute remain under wraps, sources suggest that Hooters fell short of meeting certain financial commitments outlined in their agreement with Hendrick Motorsports. This led to a legal battle that ultimately resulted in the $900,000 settlement.
Hooters has been a key sponsor for Chase Elliott since 2017, adding their iconic branding to select races each season. Their association with the 2020 NASCAR Cup Series champion was not only a boost for the brand but also a major marketing win for Elliott and his team. However, as with many sponsorship deals in the high-stakes world of NASCAR, the relationship became complicated behind the scenes.
For Hendrick Motorsports, this payout represents a significant victory. The team, known for its dominance in NASCAR, has always maintained a strong stance on protecting its commercial interests. With Chase Elliott being one of the sport’s most marketable drivers, securing the agreed financial backing is crucial to maintaining the competitive edge both on and off the track.
While neither Hooters nor Hendrick Motorsports has publicly commented in detail about the settlement, the outcome signals a clear message—NASCAR teams expect sponsors to fulfill their commitments without exception. Whether this payment marks the end of their partnership or simply a bump in the road remains to be seen.
As the 2025 NASCAR season approaches, all eyes will be on Chase Elliott and whether his No. 9 car continues to carry the familiar orange-and-white Hooters logo. For now, Hendrick Motorsports has secured the payment they were owed, and this settlement serves as a reminder that even in the fast-paced world of racing, business comes first.
