HMS' Chase Elliott lands new sponsor backing for upcoming race as Hooters steps aside

NASCAR Cup Series driver Chase Elliott will be carrying the iconic red and white colors of Coca-Cola as his primary sponsor at Richmond Raceway. This change comes after Hendrick Motorsports parted ways with longtime sponsor Hooters.

Hooters was initially set to sponsor the #9 Chevy for three race weekends, but couldn't fulfill its obligations. Consequently, Hendrick Motorsports ended its partnership with the restaurant chain before the third scheduled appearance at Richmond.

Chase Elliott's #9 Hendrick Motorsports Chevy will sport Coca-Cola's iconic red and white colors for the Cook Out 400 at Richmond Raceway on August 11. Hendrick Motorsports unveiled the new paint scheme on August 6, marking Coca-Cola's debut as the primary sponsor for the 2020 Cup champion.

Hooters was originally scheduled to appear as the primary sponsor of the #9 Chevy for three race weekends. It fulfilled the obligations in Atlanta and Texas, where Elliott secured a victory. HMS ended ties with the company before its third appearance at Richmond Raceway.

Chase Elliott has now landed a sponsorship with Coca-Cola for NASCAR's second trip to Richmond Raceway. Coca-Cola, a longtime sponsor in NASCAR, added Elliott to its roster early in 2023. The iconic beverage brand has served as an associate sponsor for the #9 Chevy and the official beverage sponsor of Hendrick Motorsports.

Coca-Cola has a rich history in NASCAR, sponsoring numerous drivers through its Coca-Cola Racing family. Chase's dad Bill Elliott, was the founding member of the program in 1998.

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Why did Chase Elliott and HMS end ties with Hooters?

Hooters has been one of NASCAR's most iconic sponsors, entering the sport with Alan Kulwicki in 1991. Chase Elliott began his partnership with the restaurant brand in 2017, during his second season in the Cup Series.

Early in July 2024, Hendrick Motorsports decided to end its ties with Hooters, citing that the restaurant chain was unable to meet its "business obligations." The statement released by the team read:

"Hooters has been a valued partner of Hendrick Motorsports since 2017, contributing to our shared successes both on and off the track. 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."

Chase Elliott took Hooters to the victory lane at Texas Motor Speedway, ending the brand's three-decade win drought. Elliott also honored the 1992 NASCAR Cup champion Alan Kulwicki in his post-race celebrations, with a Polish victory lap.