In 1992, when Alan Kulwicki’s #7 Ford thundered around Atlanta Motor Speedway with the iconic orange Hooters owl emblazoned on its hood, NASCAR history was being written. The underdog racer, who had initially secured Hooters as a sponsor went on to win the Cup Series championship by the narrowest of margins—just 10 points over Bill Elliott.

Three decades later, Kulwicki’s legacy found new life when Bill’s son, Chase Elliott, broke his 42-race winless streak at Texas Motor Speedway in April 2024, driving the Hooters-sponsored #9 Chevrolet and performing Kulwicki’s signature “Polish Victory Lap” as tribute. Little did anyone know that would be the final victory celebration for the iconic partnership.

Hooters, the restaurant chain that has been woven into NASCAR’s fabric since the early 1990s now faces an uncertain future. Bloomberg recently reported that Hooters of America is contemplating filing for bankruptcy in the coming months, working with law firm Ropes & Gray to prepare for potential restructuring. This news has sent ripples through not just the NASCAR community, but also among various personalities who’ve been connected to the brand over its four-decade history.

Among those feeling nostalgic are Gianna Tulio, Ryan Blaney’s wife and former Hooters model. Tulio, who had been featured prominently in Hooters’ marketing campaigns shared her sentiments through an Instagram story. When a fan stood proudly in front of her Hooters billboard and shared the photo, Tulio reposted it with the caption “My biggest fan,” revealing how the brand remains a meaningful part of her personal history despite her new life in NASCAR’s inner circle.

The financial troubles behind Hooters’ potential demise are substantial. With debts reportedly totalling around $300 million from asset-backed bonds issued in 2021, the company already shuttered approximately 40 “underperforming” locations across the United States in 2024. The restaurant chain, founded in 1983 by six Florida businessmen, had been struggling with liquidity problems and declining customer traffic for years. Issues that ultimately led to their premature exit from NASCAR sponsorship.

Tulio isn’t alone in her nostalgic reaction to Hooters’ potential bankruptcy. NHRA champion Leah Pruett expressed her dismay on Instagram with a South Park meme and the caption, “How will I get my 3-Mile Island wings now 😒,” accompanied by “It’s Just a Burning Memory” playing in the background. NBA stars haven’t held back either—Phoenix Suns guard Devin Booker tweeted “Plz don’t go @Hooters,” while Miami Heat’s Kevin Love lamented the “fall of an absolute institution.” Golf influencer Paige Spiranac also chimed in with “Not on my watch,” showing how the brand transcended beyond motorsports.

For NASCAR, Hooters’ troubles cut deeper than mere sentiment. After the restaurant chain failed to meet its “business obligations” to Hendrick Motorsports in 2024, HMS filed a multi-million-dollar lawsuit seeking to recover over $1.7 million in unpaid sponsorship fees. The relationship that began in 2017 came to an abrupt end, forcing Elliott to abandon the third scheduled Hooters race at Richmond Raceway.

Though Hooters has departed, new sponsors have stepped up for Elliott’s #9 Chevrolet. Coca-Cola initially filled the gap at Richmond, while Amazon Prime Video has secured a three-year deal through 2027. As Rick Hendrick stated about the new partnership, “They’ve committed to our sport in a big way and are taking an innovative approach to delivering world-class broadcasts and content to our fans.” While the owls may be flying away, the NASCAR sponsorship landscape continues to evolve. Leaving behind memories that still prompt nostalgic glances from those like Gianna Tulio, who once found themselves part of the Hooters family.

NASCAR’s Rich History of Sponsor Evolutions

The Hooters exit marks yet another major change for NASCAR’s sponsorship framework but represents one of many industry transformations throughout the sport’s history. The merger between R.J. Reynolds Tobacco Company and then called Grand National Series in 1971 resulted in the Winston Cup while massive financial benefits and professionalization transformed NASCAR for a couple of decades. The groundbreaking alliance between Hooters and NASCAR reached its conclusion in 2003 which showed that all special sponsorships ultimately draw to a close.

Similar to how fans instantly recognize the orange owl emblem on Elliott’s #9 car there are various famous car and logo pairings which have permanently shaped NASCAR’s visual heritage. The STP beauty on Richard Petty’s #43 followed him so closely that the red and Petty blue colors continue to stand as NASCAR legend today. The multiple decades of collaboration showed NASCAR how stable brand promotion relationships result in significant promotion benefits.

From 1988 until his passing, Dale Earnhardt Sr. established his driving legend with his menacing and stately black #3 Goodwrench Chevrolet sedan which came to personify both his driving prowess and his connection with blue-collar nostalgia. The death of Dale Earnhardt resulted in the sponsorship going to Kevin Harvick in 2001 while retaining the essence of the previous relationship.

The sponsorship landscape continued evolving with Jeff Gordon’s rainbow-colored #24 DuPont Chevrolet dominating from 1992 till 2010, representing a more modern corporate image that broadened NASCAR’s appeal. Later, Jimmie Johnson’s unprecedented seven championships with Hendrick Motorsports came under the backing of Lowe’s, a partnership that lasted until 2018.

These relationships demonstrate that when sponsors and drivers align perfectly, they create cultural phenomena that transcend racing. A standard that the Hooters and Elliott partnership had begun to revive before financial troubles intervened. Apart from Hooters, prominent NASCAR sponsors such as M&M’s, FedEx and GEICO also took the exit door. The current sponsorship dynamic is going to evolve and we just might see more shake-ups and surprise entry in the modern era of NASCAR racing.