NASCAR has officially severed all ties with Hooters after the struggling restaurant chain settled its legal battle with Hendrick Motorsports.
Hooters has been closely linked to NASCAR since 1991, when it first sponsored Alan Kulwicki in the Cup Series. Over the years, the brand featured prominently in the sport, with multiple seasons of Hooters-themed car wraps, including Chase Elliott’s No. 9 Chevrolet ZL1.
However, in the past 18 months, Hooters has faced financial difficulties, leading to the closure of several locations across the country. Reports even suggested the company was on the verge of bankruptcy.
Last year, Hendrick Motorsports, one of NASCAR’s most successful teams, filed a lawsuit against Hooters, claiming $1.705 million in unpaid sponsorship fees. After prolonged negotiations, the restaurant chain agreed to pay $900,000 to resolve the dispute. As a result, Hendrick Motorsports terminated the partnership, citing “breach of contract and unjust enrichment.”
In a statement, Hendrick Motorsports acknowledged the history between the two brands but emphasized that Hooters was unable to fulfill its financial commitments. “Hooters has been a valued partner of Hendrick Motorsports since 2017, contributing to our shared successes both on and off the track,” the team stated. “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. It has been a privilege having Hooters as a part of our team, and we wish them the best.”
With Hendrick Motorsports no longer affiliated with Hooters, the restaurant chain now has no ties to NASCAR for the first time in over three decades. This development raises further concerns about the company’s future.
Hooters, famous for its wings, burgers, and beer, is also known for its waitstaff, primarily women in their 20s and 30s, wearing signature uniforms. The chain experienced significant success throughout the 1980s, 1990s, and 2000s, even launching its own airline from 2003 to 2006. However, recent financial struggles have led to the closure of approximately 40 underperforming locations as part of a cost-cutting strategy.
