Hooters has agreed to pay Hendrick Motorsports (HMS) $900,000 to settle a lawsuit over unpaid sponsorship fees for the 2024 NASCAR season, according to court records. The settlement comes after HMS initially sued the restaurant chain for $1.705 million plus interest, alleging it had not fulfilled its financial obligations for its sponsorship of Chase Elliott’s No. 9 team.
Hooters had signed a $1.75 million deal to sponsor Elliott’s car in 2024, which included three primary race sponsorships as well as an associate sponsorship for the season. However, HMS claimed in its lawsuit that Hooters failed to make the required payments, leading to legal action.
Rather than taking the case to trial, the two sides reached a settlement, with Hooters agreeing to pay just over half of the amount originally sought by Hendrick Motorsports. While the specific terms of the settlement beyond the $900,000 payment were not disclosed, this resolution allows both parties to move forward without further legal battles.
Hooters has been a longtime partner of Chase Elliott and Hendrick Motorsports, with a relationship dating back to 2017. The sponsorship has included both primary races—where Hooters branding is featured prominently on Elliott’s No. 9 Chevrolet—as well as associate-level branding throughout the season.
Elliott, the 2020 NASCAR Cup Series champion, remains one of the sport’s most popular drivers, making his sponsorship deals highly valuable. With this dispute now settled, Hendrick Motorsports can fully focus on the remainder of the 2024 season while continuing to attract top-tier sponsors.
It remains to be seen whether Hooters will continue its partnership with Elliott and Hendrick Motorsports beyond this season, or if this legal dispute signals the end of their relationship in NASCAR.
