Chase Elliott’s Richmond sponsor revealed, replacing Hooters

Chase Elliott has a sponsor for this Sunday’s Cook Out 400 at Richmond Raceway. Hendrick Motorsports announced Tuesday that Coca-Cola will serve as the primary backer of Elliott’s No. 9 Chevrolet.

Elliott’s primary sponsorship for Richmond was originally listed as “TBA.”

Chase Elliott will have Coca-Cola as sponsor for Richmond (was supposed to be Hooters but that deal has ended). pic.twitter.com/79dMOk2aUX

— Bob Pockrass (@bobpockrass) August 6, 2024

Sunday’s race was supposed to be the third and final race of primary sponsorship for Hooters, however, Hendrick terminated its contract with the chicken wing chain last month.

“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,” Hendrick said in a statement at the time. “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. It has been a privilege having Hooters as a part of our team and we wish them the best.”

Chase Elliott finds sponsorship in Coca-Cola

Coca-Cola fills the void of Hooters on a one-race deal. The iconic soft drink company became the official beverage partner of Elliott and the No. 9 team heading into the 2023 NASCAR Cup Series season. Elliott, who once had a relationship with PepsiCo’s Mountain Dew brand, has been a part of the Coca-Cola Racing Family for the past two seasons, per Toby Christie.

Elliott will look to bring the red and white Coca-Cola Chevrolet to Victory Lane at Richmond, the first race coming out of the two-week Olympic break. The 2020 Cup Series champion is 10 points back of Hendrick teammate Kyle Larson for the points lead with just four regular season races remaining.

“There’s still a lot of racing left. It’s kind of how I look at it. A lot can happen in that period of time,” Elliott said. “I think it’s going to force all of us to be really good. You’re going to have to be really solid and you’re probably going to have to win a race or two between now and the end of it to have a legitimate chance without other guys having problems. I don’t really see four or five guys having issues between now and then, not all of them at least.”