Monday, June 5, 2023

Hooters Extends Sponsorship Deal with Hendrick Motorsports, Chase Elliott Through 2024

Chase Elliott, driver of the #9 Hooters Hendrick Motorsports Chevrolet Camaro ZL1 1LE races to a fourth place finish Sunday, August 15, 2021 during the NASCAR Cup Series Verizon 200 at the Brickyard at the Indianapolis Motor Speedway Road Course in Indianapolis, Indiana. (Photo by Jim Fluharty/HHP for Chevy Racing)

Hooters – the iconic American restaurant brand with a deep history in NASCAR — has extended their sponsorship agreement with Hendrick Motorsports and 2020 NASCAR Cup Series Champion Chase Elliott, the organization announced on Thursday.

The newly-signed agreement will see the chain of restaurants continue to serve as a primary sponsor of Elliott’s No. 9 Chevrolet Camaro in three NASCAR Cup Series events through 2024.

In 2022, Hooters will adorn the race-winning entry at World Wide Technology Raceway (June 5), as well as the NASCAR Cup Series Playoff events at Bristol (September 17) and Las Vegas (October 16).

“For five seasons, Chase has been a brand champion for Hooters both on and off the track, and we are thrilled to extend our partnership with him and Hendrick Motorsports,” said Hooters vice president of brand marketing Monica Fleury. “As the home of race fans, Hooters will continue to provide one-of-a-kind experiences fans can only get at our restaurants. Both Chase’s fan base and NASCAR fans are extremely loyal, and we plan to continue to feed this spirit and passion for years to come.”

Elliott has been an important part of the company’s marketing efforts throughout their five-year relationship, serving as a spokesperson in national advertising campaigns, and a driving force in their racing-related offers and promotions.

“Hooters has been a fun partner to work with over the years,” Elliott said. “They’re a laid-back group that does a great job of promoting their brand and including our team as a big piece of their marketing. They do a lot with each of their three primary races but also make the most of the partnership throughout the entire season. The next several years will be exciting for our team and for the sport, and I’m glad to have Hooters back on board for the ride.”

The Dawsonville, Georgia-native has never missed the NASCAR Cup Series Playoffs in his six seasons at the sport’s top level, earning 13 points-paying victories, including two in 2021 at Circuit of The Americas and Road America.

“Hooters does a terrific job maximizing the program with Chase and the No. 9 team,” said Rick Hendrick, owner of Hendrick Motorsports. “To see our partnership deliver valuable results for them is very rewarding. Chase is a champion driver and tremendous spokesperson for the brand, and we look forward to building on that success in the seasons to come.”

Joseph Srigley
Joseph Srigley
University of Windsor | Business Administration - Supply Chain & Data Analytics Editor at

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