Hooters, the restaurant chain, entered the NASCAR scene more than four years before Chase Elliott was born. It first appeared in 1991 when Alan Kulwicki, who had no sponsor at the beginning of the season, partnered with Hooters for the final race. Kulwicki went on to win the 1992 Winston Cup almost exactly a year later, clinching the title at the Hooters 500 in Atlanta by defeating Bill Elliott, Chase’s father.
Hooters had a notable start in the Cup Series and expanded into late models in 1995. This move followed a tragic event on Hooters’ 10th anniversary when the company’s chairman, Robert Brooks, lost his son and Alan Kulwicki in a plane crash. Despite other drivers continuing to race under the Hooters banner, the most significant recent partnership was with Chase Elliott and Hendrick Motorsports in 2017.
The collaboration between Hooters and Elliott’s No. 9 car lasted seven years until July of this year. Hooters faced financial difficulties, leading to the closure of 40 locations across the U.S. Around the same time, Hendrick Motorsports ended its relationship with Hooters due to unmet business obligations. Despite this, HMS acknowledged Hooters’ contributions to their successes.
However, HMS soon filed a lawsuit against Hooters of America LLC on July 30 for $1.7 million, plus interest, over unpaid sponsorship fees. The complaint, filed in Mecklenburg County court, stated that Hooters was required to make four payments of $437,500 each in 2024, but missed the June payment after making only a partial payment in March. HMS has now taken legal action, claiming that Hooters has indicated it will not pay the remaining installments due in August and October 2024.
Hooters’ public relations firm, Cookerly PR, has not responded to HMS’ communications. Though Hooters’ NASCAR involvement began in the early 90s with Kulwicki, their sponsorship with NASCAR teams will conclude this year. Chase Elliott honored Kulwicki’s legacy by using Hooters’ colors for his sole win of the 2024 season at Texas Motor Speedway, ending a 42-race winless streak.
Elliott’s victory, marked by a Kulwicki-inspired Polish Victory lap, was especially poignant, given Kulwicki’s past success and the shared sponsor. Elliott reflected on the emotional full-circle moment, expressing his gratitude for the journey.
