Thursday, September 21, 2023

UniFirst, Hendrick Motorsports Extend Partnership Through 2028

PC: Hendrick Motorsports | PR

UniFirst – a North American leader in the supply and servicing of uniforms, workwear, and facility service products for businesses — has agreed to a five-year contract extension with Hendrick Motorsports, which will lengthen its primary sponsorship for the No. 9 Chevrolet Camaro and Chase Elliott through 2028.

In addition to continuing the company’s status as Official Workwear Provider of Hendrick Motorsports, the new agreement will see its primary sponsorship of the 2020 NASCAR Cup Series champion, Chase Elliott, expand from three races in 2022 and 2023, to five races from 2024 to 2028.

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This season, the No. 9 UniFirst Chevrolet Camaro will appear at Phoenix Raceway (March 13), Kansas Speedway (May 15), and Michigan International Speedway (August 7).

“The UniFirst family is proud to extend our partnership with Hendrick Motorsports and Chase Elliott,” said David Katz, executive vice president of sales and marketing for UniFirst. “It’s been a great ride over recent years, as Chase has given us so many thrilling moments on the track.

Our company and our broad customer base, which includes more than 300,000 business locations across North America, employs thousands of enthusiastic NASCAR fans. So, our relationship with the Hendrick Motorsports team is a natural fit.”

The 26-year-old has never missed the NASCAR Cup Series Playoffs in his six full seasons of competition at NASCAR’s top level. In his young career, the Dawsonville, Georgia-native has collected 13 points-paying victories, including two last season.

“UniFirst has been a great partner since they moved to the No. 9 team in 2020,” Elliott said. “We’ve won an All-Star Race and a championship together, and I’d love to get them a points win in 2022. It’s cool to see their passion for NASCAR and Hendrick Motorsports, and I’m looking forward to continuing to build our relationship with strong performances on and off the track.”

In October 2016, UniFirst joined Hendrick Motorsports as a corporate partner with an eight-year agreement through 2023. As part of the relationship, it supplies work clothing and uniforms to Hendrick Motorsports and sister company Hendrick Automotive Group.

“Our organization takes tremendous pride in our relationship with UniFirst,” said Rick Hendrick, owner of Hendrick Motorsports and chairman and CEO of Hendrick Automotive Group. “This new extension will take the partnership well into its second decade, which is a testament to the impact it’s had in a variety of areas, from winning races to driving business. We’re delighted to see the sponsorship grow and look forward to sharing many more successes in the future.”

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

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