Workwear provider UniFirst has unveiled one of Chase Elliott‘s new paint scheme for the 2025 NASCAR season, as his No. 9 Chevrolet Camaro ZL1 officially moves into the post-Hooters era.
Hendrick Motorsports cut ties with restaurant chain Hooters last year, and took the company to court after missed sponsorship payments, opening up new sponsorship opportunities for the No.9 car. Elliott primarily drives in the NAPA Auto Parts No.9 but UniFirst was primary sponsor for five races last season after increasing its involvement.
One of Elliott’s new designs is a bold green color with black and yellow trim, which compliments a rebranding within UniFirst corporate. The company, which supplies and services uniform and workwear programs, was keen to reflect modernity and boldness while also adding sleek racing stripes.
“The new No. 9 UniFirst Chevy paint scheme takes our racing presence to a new level,” said David Katz, UniFirst Executive Vice President of Sales and Marketing. “This bold design aligns perfectly with our brand evolution and captures our energy and momentum.
“Collaborating with Hendrick Motorsports has been an exciting opportunity to create something that not only represents UniFirst but also resonates with NASCAR fans.”
Elliott, who was recently named Most Popular Driver for the seventh time at the NASCAR Awards, had a long-lasting partnership with Hooters which ran from 2017 to 2024.
Hooters was one of Elliott’s main sponsors, but all branding was removed from his car ahead of the Ally 400 race on June 30.
Hendrick Motorsports announced after the race that it had ceased relations with Hooters as the company was not “able to meet its business obligations” to the organization
Exactly one month later on July 30, Hendrick Motorsports filed a complaint under parent company HMS Holdings LLC in Mecklenburg County Court in North Carolina, suing Hooters for breach of contract and unjust enrichment, according to the Charlotte Business Journal. The complaint stated that Hooters had failed to make contract payments.
The complaint states that Hooters was contracted to pay $1.75 million to the team each year, which was split across four $437,500 payments in March, June, August and October. HMS Holdings alleged that Hooters made only a partial payment of $45,000 in March and failed to make any payment in June.
“Hooters has represented to HMS that it will not be paying any portion of the remaining two installments for the 2024 term under the sponsorship agreement, as amended, that are due on August 10, 2024, and October 10, 2024,” the plaintiff’s complaint read. “Left with no further options to protect its rights and interests, HMS files this action to enforce its rights pursuant to the contract at issue.”
Hooters announced earlier this year that at least 44 of its locations would be closed permanently, affecting 14 states in the U.S. The restaurant chain has been in decline, and a statement was released prior to the relationship with Hendrick Motorsports coming to an end.
“Ensuring the well-being of our staff is our priority in these rare instances,” A statement from Hooters said. “This brand of 41 years remains highly resilient and relevant. We look forward to continuing to serve our guests at home, on the go, and at our restaurants here in the U.S. and around the globe.”
This news appeared first on @Express
