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Many questions surrounded Chase Elliott’s Richmond paint scheme or, instead, the lack of a paint scheme for Richmond. With NASCAR’s release of the entry list for this Sunday’s Cook Out 400, many fans noticed the rare sight of Chase Elliott’s sponsor marked as to be determined.
I was waiting for this day to see what’s Chase sponsor and we get a TBD 😂
— Josh (@ElliottFan52) August 5, 2024
Chase Elliott, as NASCAR’s most popular driver, would not be expected to lack sponsorship during a race weekend. Elliott has sponsorship from Llumar, Kelly Blue Book, Unifirst, and NAPA Auto Parts.
A notable missing sponsor from that list is Hooters, which had sponsored the second-generation superstar since May 2017. However, reports earlier this season showed that the Atlanta-based food chain had experienced financial hardships, resulting in the closure of locations and the estrangement of its relationship with Hendrick Motorsports.
This had been a monumental year for the pair. Elliott, struggling since last year’s controversy and injury-filled season, had returned to victory lane at Texas Motor Speedway. Not only did Elliott return to victory lane, but Hooters was on a winning car for the first time since June 14, 1996, with Alan Kulwicki.
The departure of the long-time sponsor left holes in the schedule, as Hooters was originally supposed to sponsor three races. Bob Pockrass once again eased fans’ anxiety about why Chase was without a sponsor, reminding fans that Richmond was supposed to be a Hooters entry.
Many asked themselves, who could be the sponsor? Many fans turned to Coca-Cola. The brand was a long-time sponsor of Bill Elliott and quickly added Chase to its “Coca-Cola Racing Family” sponsorship campaign once he became available in early 2023.
While Elliott has never had the iconic Georgia brand on his Chevrolet Camaro ZL1, a cryptic tweet from the Coca-Cola Racing X account hinted that Tuesday could be the day that happens.
On Tuesday morning, all the rumors and talk came to a head when the brand released a weekend hype video on its X account.
Helping out one of their Coca-Cola Racing Family members who needs a sponsor is not out of character for Coca-Cola. In 2020, Daniel Suarez, racing for Gaunt Brothers Racing, received support from the brand in two races.
This is only the second time Coca-Cola has been the main sponsor of a car this season; the first was for Denny Hamlin at the spring Atlanta race. More significantly, with the family affair that NASCAR has always been, it is the second time that Coca-Cola has been the main sponsor for an Elliott on raceday.
On July 3, 2004, Elliott and every other Coca-Cola Racing Family Member were sponsored by the then-new Coca-Cola C2 for that summer’s Pepsi 400 at Daytona.
None of the eight sponsored drivers would win that day, and Elliott would finish in 18th. In fact, Coca-Cola has not been the main sponsor of a winning car since Sept. 01, 1975, at Darlington, when Bobby Allison took the checkered flag for Roger Penske.
Now, with the table set, could Elliott again break a long losing streak for a sponsor?
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