This Tuesday, Chase Elliott’s racing team, Hendrick Motorsports, revealed a big change in sponsorship, naming Coca-Cola as the team’s new main sponsor for Elliott’s No. 9 Chevrolet in the Cook Out 400 at Richmond Raceway. This move follows Hendrick Motorsports’ termination of Hooters’ contract last month due to the latter’s noncompliance with business commitments.
Hooters had been a valued partner of Hendrick Motorsports for almost six years, having made significant contributions to the team both on and off the racetrack. Hendrick Motorsports made the following remarks in a statement, which YarkBarker.com cited: “Hooters has been a valued partner of Hendrick Motorsports since 2017, contributing to our shared successes both on and off the track. But Hooters hasn’t been able to fulfill its contractual duties to our group in recent months. “Hendrick Motorsports had to end the relationship as a result of these regrettable and unanticipated events, even though both parties made great attempts to find a feasible solution. Having Hooters on our team has been an honor, and we wish them all the best.”
The timing of Coca-Cola’s sponsorship is critical, as Elliott is positioned only ten points behind his Hendrick teammate Kyle Larson for the points lead, with just four regular-season races left. Notably, Coca-Cola began its association with Elliott and the No. 9 team at the start of the 2023 season.
Speaking about the remainder of the season, Elliott commented, as quoted in the same report:
