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.
Why did Chase Elliott and HMS end ties with Hooters