Stock car racing team Hendrick Motorsports has extended and expanded its partnership with US restaurant chain Hooters.
The three-year deal, which runs until the end of the 2021 Nascar Cup Series season, will see Hooters up its primary sponsorship of Chase Elliott’s number nine Chevrolet Camaro team from two races to three events each year.
The financial terms of the agreement were not disclosed, but based on similar deals in Nascar, Hooters is likely to be paying anything between US$1.2 million and US$2.4 million each year.
“We have a great relationship with Hooters,” said Elliott. “It’s a place where you can just relax and enjoy yourself. Working with them is always a lot of fun, and their laid-back style is a really good fit for me. I’m looking forward to continuing the partnership with Hooters and doing more to build on their history in racing.”
Hooters first came on board with Hendrick Motorsports in 2017 as a two-race primary sponsor of Elliott. Since then, the company has featured the 22-year-old in national advertising and the launch of the Hooters9 Crew website. Hooters also extends special offers to customer’s based on Elliott’s weekly on-track performance.
“For the past two years, we’ve had a front row seat to watch Chase’s meteoric rise within the Nascar ranks and are excited to expand our relationship with him and the entire Hendrick Motorsports team,” said Carl Sweat, chief marketing officer at Hooters of America.
“Racing fans, and Chase fans in particular, are some of the most loyal around. By extending this partnership, we continue to provide amazing experiences and opportunities that fans can’t get anywhere but Hooters, the home for race fans.”