Chili’s is going all-in on NASCAR once again. The popular restaurant chain announced today that it is extending its partnership with Spire Motorsports, continuing its support of Justin Haley and the No. 7 team in the NASCAR Cup Series. But this time, Chili’s is taking its involvement to a whole new level—with a country music video, a national ad campaign, and a one-of-a-kind firesuit design.
A Bold New Approach to NASCAR Sponsorship
Chili’s, known for its laid-back and fun atmosphere, is bringing that same energy to NASCAR with a brand-new country song and music video featuring the No. 7 Chevrolet Camaro ZL1. The video, which ties into the brand’s NASCAR activation, will be aired as a commercial on Fox throughout the season, giving the sponsorship national exposure beyond the racetrack.
The ad campaign isn’t the only eye-catching element—Justin Haley’s firesuit will feature a “faux button-down and denim” design, embracing a classic Southern, country-style look that plays into the theme of Chili’s campaign. It’s a creative spin that’s sure to turn heads in the garage and among fans.
Chili’s and Spire Motorsports: A Growing Partnership
Chili’s first joined forces with Spire Motorsports in 2023, backing the No. 7 team in select races. Their decision to extend the partnership signals confidence in the team’s direction, as well as in Justin Haley’s potential as he takes over the ride for 2024.
“This is more than just a sponsorship—it’s about bringing the excitement of NASCAR and Chili’s together in a way that fans can really enjoy,” a spokesperson for Chili’s said. “From the firesuit to the music video, we’re making sure this partnership stands out.”
What This Means for Spire Motorsports and Haley
For Spire Motorsports, this partnership adds another high-profile brand to its growing list of supporters. The team has been making moves in the NASCAR world, expanding its resources and continuing to build a competitive Cup Series program.
For Justin Haley, who joins Spire after his stint with Kaulig Racing, the partnership adds an extra level of personality and excitement to his new role. With Chili’s backing him for multiple races, Haley will not only be racing for results but also playing a major part in one of the most unique sponsorship activations of the year.
Looking Ahead to Daytona and Beyond
With the 2024 NASCAR Cup Series season set to kick off at Daytona, fans can expect to see Chili’s branding front and center as Spire Motorsports takes on the biggest race of the year. Whether it’s Haley’s eye-catching firesuit, the country music video, or the national TV campaign, Chili’s is making sure their NASCAR presence is impossible to miss.
One thing is certain: when the No. 7 Chevrolet Camaro hits the track, it won’t just be about speed—it’ll be about style, music, and a whole lot of Chili’s flair.
