Hooters Agrees to Pay in Hendrick Motorsports Lawsuit

What’s Happening?

Restaurant chain Hooters will pay Hendrick Motorsports $900,000 for unpaid sponsorship fees after a bitter end to their long-term relationship in 2024. In late August, after officially parting ways in July, the iconic NASCAR team sued the Atlanta-based chain for $1.7 million.

• This court case stemmed from missed payments from Hooters to Hendrick Motorsports in 2024. The brand initially signed a three-race deal to sponsor Chase Elliott, which ultimately fell through in July.
• On Jul. 1, 2024, HMS released a statement terminating their longstanding business relationship relationship. In that release, HMS stated, “In recent months, however, Hooters has not been able to meet its business obligations to our organization.”
• The team initially sued their former sponsor on Aug. 22, 2024, for $1.7 million. Prior to this suit, HMS had to find a replacement for what was supposed to be the brand’s final sponsorship of the 2024 season at Richmond. Ultimately, the longtime Elliot family sponsor, Coca-Cola, graced the No. 9 car that weekend.
• Prior to this bitter end, Hooters had sponsored HMS and Georgia native Elliott since 2017. Last Spring, at Texas Motor Speedway, the second race of their three-race deal and their final sponsorship of the No. 9, the two finally found their way to victory Lane, ending a long drought for both the driver and the sponsor.
• HMS was ultimately able to replace Hooters, as Amazon Prime Video is serving as a three-race sponsor for Elliott this season.

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