Chase Elliott Ex-Sponsor Shocks NASCAR With Sudden Return

Baffled Fans React as Chase Elliott Former Sponsor Announces Shock NASCAR Return.

Hooters is returning to a NASCAR Cup Series car for the first time since its partnership with Hendrick Motorsports ended in 2024.

The restaurant chain will serve as a co-primary sponsor for the No. 41 Chevrolet driven by Cole Custer at Homestead-Miami Speedway on November 8.

Haas Factory Team confirmed the one-race deal, with Hooters sharing sponsorship duties with Sysco, the foodservice distribution company already featured on Custer's entry.

The announcement marks Hooters' first appearance in the Cup Series paddock since Hendrick Motorsports terminated their relationship over unpaid financial obligations.

Hendrick Motorsports ended the agreement in 2024 after the company failed to meet its sponsorship payments.

The team said at the time it had tried to find a solution before deciding to cut ties.

Hooters had previously backed Chase Elliott for several seasons, sharing the No. 9 Chevrolet's spotlight from his Xfinity Series days through his championship-winning Cup career.

The brand's departure from Hendrick Motorsports left a legal dispute in its wake.

Hendrick-affiliated HMS Holdings sued Hooters for $1.705 million in unpaid sponsorship fees after the company reportedly made only a partial $45,000 payment in March 2024.

In March 2025, the two sides reached a settlement under which Hooters agreed to pay $900,000.

The financial troubles extended beyond the sport.

Hooters had already closed 44 locations by July 2024.

In 2025, its operating company filed for Chapter 11 bankruptcy and pursued a restructuring.

Now, the brand is back on a Cup Series car during NASCAR's championship weekend in South Florida.

For Haas Factory Team, the collaboration adds another recognizable name to its Homestead lineup.

The organization is in its first season competing as a Chevrolet team after switching manufacturers for 2026 and establishing a technical alliance with Hendrick Motorsports.

Custer is competing in his fifth full-time Cup Series season and his first with Haas Factory Team under its Chevrolet banner.

Aaron Kramer serves as crew chief for the No. 41 entry.

The announcement has already prompted a strong response from fans.

One fan summed up the debate: "Either a bargain compared to Chase Elliott, or a terrible business decision."

There is no confirmed figure for the new No. 41 deal.

But Hooters' 2024 agreement with Hendrick Motorsports involved annual payments totaling $1.75 million, covering three primary races and associate sponsorship.

That gives fans a reference point for what the former partnership cost.

Another fan raised an obvious question: "Doesn't Hooters still owe money to Elliott's team?"

The answer is that the dispute has since been settled.

The company did have unpaid sponsorship fees, but the $900,000 settlement closed that chapter.

The restaurant chain's shrinking footprint also became a talking point.

"Interesting with the number of locations they've closed recently," one fan remarked.

Hooters had already closed 44 locations by July 2024, and its financial troubles continued into 2025 when its operating company filed for Chapter 11 bankruptcy and pursued a restructuring.

The return reopens conversations about the brand's previous exit and what its latest NASCAR partnership means.

Not everyone is welcoming the news as the No. 41 heads to Homestead.

Fans are questioning whether the move makes financial sense after the brand's previous NASCAR partnership fell apart.

For Chase Elliott, the runner-up finish at Martinsville Speedway on Sunday may have been his biggest win of 2026.

Elliott and teammate William Byron ran first and second at Martinsville, dominating the final stage of the Xfinity 500.

But beyond the on-track result, the race has sparked debate about the direction of the No. 9 team.

Elliott has not won a pole on speed since 2022.