Chase Elliott is having a stellar 2024 season. He’s bagged one win, with eleven top-10s and seven top-5s, and sits comfortably in the second position on the points table right behind Kyle Larson. The only uncertainty he’s facing is what theme he’s going to have in the next race. This came after Hendrick Motorsports decided to call it quits with Elliott’s sponsor, Hooters.

However, HMS seems to have put all worries to rest with a clever tease. But before we get to that part, do you know why the iconic brand—a NASCAR sponsor since 1991—made the heartbreaking exit?

Chase Elliott loses major Cup Series Sponsor

Hooters’ iconic restaurant chain is one of NASCAR’s oldest sponsors and has backed Elliott since 2017 for three races per season. In the 2024 season, Elliott broke his 42-race winless haul with the same Hooters car at the Texas Motor Speedway. However, owing to financial woes, Hooters reportedly couldn’t meet its financial commitments with the team. This comes amidst the brand shuttering around 40 restaurants across the US amid “pressure from current market conditions”. Marking the unceremonious exit, HMS also released a press release earlier, stating:

“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. 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.”

This year, Hooters was supposed to grace the #9 at Atlanta, Texas and Richmond—two of which are already done. However, the brand’s logo was absent as an associate sponsor at Nashville. Their name has also been removed as a partner from the team’s website. Hence, with their exit, plans had to be changed for the upcoming race weekend.

HMS recently released a video on Instagram, featuring a white car, ready to be dolled up. The tease was enough for the NASCAR community to flock to the comments section.

The HMS team previously this year teased fans with a new paint theme for the Coca-Cola 600. The sleek-looking black car took the internet by storm, as fans have their fingers crossed to see it in the next race.

Fans react to HMS teaser video

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One curious fan asked HMS, “Is this a reveal for Chase’s scheme at Richmond?”

One Instagram user, on the other hand, out two and two together to speculate: “Hendrick released a teaser, Coca-Cola released a teaser. Hooters was supposed to sponsor this race but is no longer a partner..” Elliott has been a part of the Coca-Cola Racing family since 2023, with the brand serving as the official beverage partner for the #9 and an associate sponsor.

Currently, other drivers in the group include Denny Hamlin, Austin Dillon, Daniel Suarez, Joey Logano, and Chase Elliott.

As for the guessing game, one user pleaded, “We know it’s Elliott’s car. Plz release it already.”

However, some also lamented the loss of the vintage brand, writing, “honestly sucks hooters is gone.” Hooters started its long NASCAR journey with a then-unknown driver Alan Kulwickie—best known for the ‘Polish Victory Lap’—in 1991. However, their partnership started on a rather funny note. Heading into Atlanta Motor Speedway that season, the driver that the brand was supposed to sponsor failed to qualify, while Kulwicki clinched pole, impressing executives. Subsequently, they made a quick decision to switch to Kulwicki’s No. 7 and later turned into a full-time sponsor.

On a separate note, some fans seemed excited for the Coca-Cola partnership, “if it is for the fact that coke is sponsoring him at Richmond then I am all for it.”

The break will soon end, and we will know what car Elliott is driving in the next race. Till then, why don’t we let our imaginations go wild? What do you think Elliott’s car for Richmond will be?