Chase Elliott’s ’emotional’ NASCAR dream had sour ending at huge Hendrick cost – Motorsport – Sports
Chase Elliott’s storybook ending at Texas Motor Speedway in 2024 had one more unexpected – and unfortunate – twist. This weekend, Elliott is set to return to the same track where he emerged victorious last year. NASCAR’s Most Popular Driver will don a new paint scheme for the Wurth 400, but has yet to coast […]
Chase Elliott’s storybook ending at Texas Motor Speedway in 2024 had one more unexpected – and unfortunate – twist.
This weekend, Elliott is set to return to the same track where he emerged victorious last year. NASCAR’s Most Popular Driver will don a new paint scheme for the Wurth 400, but has yet to coast down victory lane this season – prompting fans to question if his crew chief, Alan Gustafson, is the right man for the job with Elliott telling fans “all that matters.”
Last April, Elliott claimed his 19th career win in the NASCAR Cup Series with a first-place finish in the AutoTrader EchoPark Automotive 400. The emotional victory was a long time coming for both the No. 9 Chevrolet driver, who dedicated the dominant performance to Hooters and Hall of Famer Alan Kulwicki.
With the win, Elliott snapped a streak of 42 consecutive races without a win. It additionally marked the first time a car with Hooters as its primary sponsor won in the NASCAR Cup Series since Kulwicki won at Pocono Raceway in 1992.
“Oh, man, couldn’t feel any better. First off, thanks to everybody that came out today. You guys are unbelievable,” Elliott said at the time. “Hooters has been a partner of ours for a number of years now. It’s been a dream of mine to pay respect to the late Alan Kulwicki.
“Driving this car to a victory and do a Polish victory lap, just really crazy how things came full circle there in that moment. It was pretty emotional for me. He beat dad back in the day. Here, we are sharing his sponsor and having an opportunity to win today.
“So just, man, couldn’t be more grateful for this journey and kind of the path that hasn’t always been fun, but certainly have enjoyed working with our guys. We’ve been working really hard and really well together. Like I said, hasn’t always been fun, but we’ve enjoyed the fight together.”
Several months after Hendrick Motorsports and Hooters reached the pinnacle of NASCAR, their partnership came crashing down when the race team sued the restaurant chain for $1.705 million in missed payments.
DON’T MISS:
Last July, Hendrick Motorsports announced that it’d be terminating the three-race contract with Hooters due to the company’s inability to “meet its business obligations.”
In an official statement, Hendrick Motorsports wrote: “Hooters has been a valued partner of Hendrick Motorsports since 2017, contributing to our shared successes both on and off the track. In recent months, however, Hooters has not been able to meet its business obligations to our organization.
“Due to these unfortunate and unexpected circumstances, and despite extensive efforts on both sides to identify a workable solution, it became necessary for Hendrick Motorsports to end the relationship. It has been a privilege having Hooters as a part of our team and we wish them the best.”
Last month, Hooters reportedly agreed to pay $900,000 to Hendrick Motorsports in order to resolve the legal dispute.
2025 Indianapolis 500 draws more viewers than Daytona 500
More people watched the 2025 Indianapolis 500 than the 2025 Daytona 500. Sunday’s race won by Alex Palou averaged just over 7 million viewers on Fox despite rain delaying the start of the race by under an hour. The Daytona 500 in February averaged over 6.7 million viewers after it was once again delayed by […]
More people watched the 2025 Indianapolis 500 than the 2025 Daytona 500.
Sunday’s race won by Alex Palou averaged just over 7 million viewers on Fox despite rain delaying the start of the race by under an hour. The Daytona 500 in February averaged over 6.7 million viewers after it was once again delayed by rain.
Advertisement
Per the Sports Business Journal, it’s just the third time in the past three decades that the Indy 500 has drawn more viewers than the Daytona 500, along with the 1995 Indy 500 and the 2021 Indy 500. Four years ago, the Daytona 500 was delayed for hours by rain and finished early Monday morning on the East Coast.
This year’s Indy 500 was the first one on Fox after NBC held the broadcast rights in recent years. Fox garnered approximately 1.7 million more viewers than NBC did in 2024. That increase is likely attributable to Fox’s promotion of the series. The network ran IndyCar ads starting during the NFL playoffs.
The IndyCar Series left NBC at the end of the 2024 season for a deal with Fox that included all of its races on network television. Outside of the Indianapolis 500, the IndyCar Series struggles to gain traction with viewers. Just over 700,000 people watched the Sonsio Grand Prix at the Indianapolis Motor Speedway Road Course just two weeks before the Indy 500. Viewership for pole qualifying for the Indy 500 was also down from 2024.
The Sonsio Grand Prix was held late on a Saturday afternoon, but multiple IndyCar races so far this season have been held at the same time as a NASCAR Cup Series race. That hasn’t benefitted either series — NASCAR ratings are down slightly from 2024 — and two start times for IndyCar races later this season have been moved to not conflict with Cup Series races.
The next IndyCar Series race is on Sunday in Detroit. The series sometimes sees a post-500 viewer bounce for the races that immediately follow the biggest race of the year. However, IndyCar is also dealing with a racing quality issue on its road and street courses. The introduction of the hybrid engine a year ago has led to far less overtaking on those circuits.
Contributed A Hong Kong-based clothing brand that is more well-known for exquisite casual wear than speedways is preparing to launch a high-profile entry into the NASCAR universe. Coofandy, a rapidly expanding fashion brand well-known on social media and Amazon for its affordable, well-tailored men’s necessities, is hinting at a significant brand ambassador launch related to motorsports. […]
A Hong Kong-based clothing brand that is more well-known for exquisite casual wear than speedways is preparing to launch a high-profile entry into the NASCAR universe. Coofandy, a rapidly expanding fashion brand well-known on social media and Amazon for its affordable, well-tailored men’s necessities, is hinting at a significant brand ambassador launch related to motorsports. The brand featured a silhouetted race car driver with the slogan, “Dress the Win,” along with the words, “COOFANDY | 10ᵗʰ” and “Global Brand Ambassador Launch,” in a social media post this week. With hazy stock car graphics that suggest NASCAR, the image suggests a racing collaboration.
More significantly, Sports Business Journal was informed by people with knowledge of the matter that Coofandy has been in discussions about possible marketing or sponsorship deals with many NASCAR Cup Series teams in recent months. Although details are still being kept under wraps, the clothing company’s approach seems to be in line with NASCAR’s continuous efforts to draw in lifestyle brands that appeal to audiences outside of the conventional motorsports market.
Fashion and lifestyle brands are increasingly using NASCAR’s changing image, which aligns with Coofandy’s timing. Coofandy’s involvement is a natural next step in the sport’s evolution, which now aims to reach a younger, more diversified fan base through influencer partnerships, streetwear partnerships, and digital content. Coofandy, which was founded in 2015, established its brand online, mostly through Amazon and other online marketplaces, and became well-known for its stylish yet reasonably priced clothing. With the opportunity to reach millions of fans at the track and through national broadcasts, the company’s foray into motorsports represents a calculated move into the U.S. sports marketing industry.
Over the past five years, NASCAR has opened itself to lifestyle and non-endemic businesses more and more. As part of its larger goal to diversify its fan base, the league has recently partnered with fashion-forward businesses and entertainment properties. In recent years, there have been noteworthy collaborations between automotive, gasoline, and tool brands and fashion-forward labels like Puma with Trackhouse Racing’s Project91.
Coofandy’s action indicates a desire to become part of NASCAR’s cultural revival in addition to advertising. Earlier this season, the company tested its audience alignment covertly by starting to advertise on FOX Sports’ NASCAR broadcasts. According to the new ambassador campaign, Coofandy is prepared to advance that partnership. Online rumors have been sparked by the Coofandy promotional image that was issued this week, which shows a motorist wearing a helmet but lacking any distinguishing characteristics. Could it be a current Cup Series driver or a crossover personality with a background in motorsports?
Together with the company’s logo for its tenth anniversary, the image’s “COOFANDY X?” tag suggests a big name reveal that might extend beyond a simple marketing campaign. It might entail an official team association, merchandising capsule, or livery alliance. Such a brand partnership would be ideal given the off-track manner of fashion-forward driver personalities like Ryan Blaney, Tyler Reddick, and Daniel Suárez. The campaign’s goals might also be met by a celebrity ambassador with a connection to racing, like Travis Pastrana, or a music industry star with NASCAR ancestry.
Coofandy’s fascination with NASCAR is indicative of a larger shift in racing marketing. International marketers are increasingly using U.S. racing leagues as a platform to explore direct-to-consumer tactics. A presence in American athletics gives the possibility of strengthening brand loyalty through lifestyle storytelling, even if Coofandy has mostly established its business online.
Industry observers will be curious to see where and with whom Coofandy will plant its flag as the announcement is anticipated in the upcoming weeks. The company would be among the first significant international menswear brands to partner with a NASCAR franchise on this magnitude if it were to execute on a team contract. For now, the question remains: Who is the mystery ambassador under the helmet? And what exactly does Coofandy’s next phase look like on the racetrack? Whatever the answers, one thing is clear—NASCAR’s growing intersection with lifestyle branding just found its latest runway partner.
Joe Gibbs Racing Announces Partnership With Christopher Bell, COOFANDY
“We look forward to helping COOFANDY celebrate their 10-year anniversary and introducing their brand of clothing to our fans,” said Joe Gibbs, owner of Joe Gibbs Racing. “They have an outfit to help inspire confidence for any occasion and our race team shares a lot in common with COOFANDY, as we both pursue excellence and […]
“We look forward to helping COOFANDY celebrate their 10-year anniversary and introducing their brand of clothing to our fans,” said Joe Gibbs, owner of Joe Gibbs Racing. “They have an outfit to help inspire confidence for any occasion and our race team shares a lot in common with COOFANDY, as we both pursue excellence and have a passion for winning.”
The partnership is part of COOFANDY’s “Dress the Win” campaign, built on the belief that every victory deserves the perfect outfit. It encourages men to express their individuality with confidence and charm.
WME gets to rev its talent-representation engines with a new client, NASCAR great Jimmie Johnson. The seven-time NASCAR Cup Series champion will rely on the agency for representation in all areas, and to extend his influence via team ownership, working with brands, entrepreneurial pursuits and media including his Sirius XM podcast, “Never Settle,” which Johnson […]
WME gets to rev its talent-representation engines with a new client, NASCAR great Jimmie Johnson.
The seven-time NASCAR Cup Series champion will rely on the agency for representation in all areas, and to extend his influence via team ownership, working with brands, entrepreneurial pursuits and media including his Sirius XM podcast, “Never Settle,” which Johnson hosts with Marty Smith.
Johnson won five consecutive NASCAR Cup Series titles between 2006 and 2010 and is recognized as one of the most decorated drivers in motorsports history. His seven overall NASCAR Cup wins are tied for the most-ever won by a driver. He has accumulated 83 career wins, including two Daytona 500 victories. Until 2019, Johnson was the only driver to have qualified for the NASCAR Cup Series playoffs every single year since the event launched in 2004. He holds the record for the most consecutive and total playoff appearances.
He has made appearances in films and TV series including “Herbie: Fully Loaded,” “Las Vegas” and “Superstore.” He once voiced an animated lobster named Jimmie on the animated kids’ program “Bubble Guppies,” and appeared in the music video for the Avett Brothers’ song “Ain’t No Man.”
He currently drives on a part-time basis the No. 84 Toyota Camry XSE for Legacy Motor Club, in which he holds an ownership stake. WME will also provide strategic representation for the racing entity.
Johnson is a lifelong racer, having gotten his start with motorcycles when he was just a child. He began to compete in off-road series, then stock-car races before eventually moving on to some of NASCAR’s biggest events.
Milton Keynes College students dream of future in motorsports – MKFM 106.3FM
Aston Martin Aramco Formula® One Team and Valvoline™ Global Operations inspire Milton Keynes College students. Mechanic and graphic design students from Milton Keynes College had the trip of a lifetime around Aston Martin’s Aramco Formula® One Team’s AMR Technology Campus at Silverstone. The visit was made possible by a collaboration between the College, the racing team, […]
Aston Martin Aramco Formula® One Team and Valvoline™ Global Operations inspire Milton Keynes College students.
Mechanic and graphic design students from Milton Keynes College had the trip of a lifetime around Aston Martin’s Aramco Formula® One Team’s AMR Technology Campus at Silverstone. The visit was made possible by a collaboration between the College, the racing team, and global leader in automotive and industrial solutions, Valvoline™ Global Operations.
The connection with the College began last year, when the companies supported mechanic students in refurbishing a Formula Renault racing car, with the intention of getting it back to full working order. That work has continued this year, again with the companies’ sponsorship as part of Valvoline Global’s Mechanics Month, an annual global event celebrating those either with a career in the field or who aspire to have one. Meanwhile, graphic design students were given the challenge of creating advertising for Valvoline Global that could be featured on the racing car’s body panels.
Another element of the collaboration was to send a group of eighteen students to take part in an International Women’s Day event at Aston Martin Aramco Formula® One AMR Technology Campus. Alongside 200 other young women, the students heard from inspirational speakers including Jessica Hawkins, Aston Martin Aramco Formula® One Team’s driver ambassador.
Both Aston Martin Aramco Formula® One and Valvoline Global aim to encourage more women to enter the automotive profession, and ran a half-day event for ninety girls from local schools at the College’s South Central Institute of Technology at Bletchley, where they heard from two current Milton Keynes College students, Lucy and Georgie, as well as Rebecca Moroney from Aston Martin and Kara Dunmore and Evangelia Boumpouli, both mechanics at Steven Eagell Group’s Cambridge branch.
The graphics students who’ve been involved in the work on the Formula Renault car went to the Aston Martin Aramco Formula® One Team Technology Campus at Silverstone to present their designs to judges from the racing and lubricant companies, with the winning team looking forward to seeing their design on the Milton Keynes College car.
At the final event, the motor vehicle mechanic students presented their team’s work to a panel of judges, including Jamal Muashsher, President and Chief Executive Officer of Valvoline Global, who selected the best three. The winning team will have the fantastic prize of a four-day work experience placement at the AMR Technology Campus, while the second and third placed teams received professional mechanics’ tool kits.
One of the winning student mechanics, Sam Mitchell, said, “The challenge was really enjoyable and tougher than I thought it might be. It’s taught me an improved understanding of electrical theory and application, as well as helping with my teamwork and communication skills, not just between me and Joe but with the other teams, as well a wider understanding of race car mechanics. It was great to have the chance to talk to the Valvoline CEO and other officials and amazing to see the final car, the livery and seeing what we had done.”
Sam’s teammate, Joe Rose, said, “We’d never worked on motorsport vehicles before so this gave us an incredible insight into how it works. It’s given me some really valuable skills and knowledge which could help start my career in the sport, which really is my ambition.”
All the student winners said they had an amazing time at the celebratory event. Chiamaka Ahaneku, one of the graphics students involved said, “The experience provided by Aston Martin during the presentation of the Valvoline livery was truly inspirational to my teammates and me. All the members of my design team felt included and heard. The opportunity we were given will stay with us forever, and we thoroughly enjoyed our day.”
Caroline Indge, Head of Partnerships and Innovation at Milton Keynes College Group, says, “We’re so grateful to Aston Martin F1 and Valvoline for taking such an interest in the students, and for giving them the most amazing window into a world which not only excites them but which is there for them to join if they work hard. We’re always looking out for local businesses with which to create these kinds of partnerships. They’re great for the students, and they also give companies an insight into the calibre of skilled young people we’re training.”
Mark Gray, Head of Build & Car Assembly at Aston Martin Aramco Formula One™ Team, stated: “We are proud to continue supporting Valvoline’s Mechanics Month initiative. Mechanics play a crucial role in our sport – without them, racing wouldn’t be possible. It was a pleasure to welcome students from Milton Keynes College, give them a behind-the-scenes look at our work, and hopefully inspire the next generation of mechanics, whether in Formula 1 or the broader mobility industry.”
Speaking at the event, Jamal Muashsher, CEO and President of Valvoline Global said, “By providing students with mentorship and resources, we help bridge the global skills gap and support the next generation in building successful careers. These young mechanics will drive the future of the industry, tackle evolving challenges, and may even become elite engineers behind Aston Martin Aramco Formula One’s success.”
Former NFL player reinvents himself after finding new passion in NASCAR pit crew
Jordan Ferguson went undrafted in 2023 before his NFL dreams were ended. But the former Seattle Seahawks pass-rusher has now found a home in NASCAR and is part of a diverse pit crew 15:51 ET, 27 May 2025Updated 15:51 ET, 27 May 2025 Ex-Seattle Seahawks defensive end Jordan Ferguson has found a new passion in […]
Jordan Ferguson went undrafted in 2023 before his NFL dreams were ended. But the former Seattle Seahawks pass-rusher has now found a home in NASCAR and is part of a diverse pit crew
15:51 ET, 27 May 2025Updated 15:51 ET, 27 May 2025
Ex-Seattle Seahawks defensive end Jordan Ferguson has found a new passion in NASCAR(Image: undefined via Getty Images)
Former Seattle Seahawks player Jordan Ferguson is making a name for himself in NASCAR, transitioning from the NFL to pit crews. Meanwhile, Dale Earnhardt Jr. fears arrest if he visits his father’s grave because of their stepmother.
Ferguson, who went undrafted in the 2023 NFL Draft and failed to secure a spot on the Seahawks’ active roster, found himself at a crossroads. He has since found his place in NASCAR, thanks to the Diversity and Inclusion program. It comes as Chase Elliott blamed himself for the costly mistakes at the Coca-Cola 600, which saw him finish in sixth.
Trackhouse Racing, a big supporter of the program, boasts a diverse pit crew that includes Ross Chastain – winner of the Coca-Cola 600 due to a surprising pit stop – and Daniel Suarez, who rely on the crew for tire changing, fueling, and jackman duties. In an interview with WBTV at the Coca-Cola 600 at Charlotte Motor Speedway, Ferguson expressed his hopes: “I want to be an inspiration to those that are younger than me who may be in the same situation as myself, never knowing they’re going to join NASCAR.
READ MORE: Golf analyst unloads on PGA Tour star as slow play battle unfolds at ColonialREAD MORE: Jailed Masters champion on unstoppable comeback as another half a million picked up
“To come and have this opportunity to take care of your family and have a great life as well.”
During his senior year at Middle Tennessee State, Ferguson was a first-team All-CUSA selection. Over his last two seasons, he racked up impressive stats, including 18 sacks, 34.5 tackles for loss, 126 tackles, eight passes defensed, five forced fumbles, three fumble recoveries, and one interception.
Back in preseason 2023, Ferguson made three tackles and a sack for the Seahawks. Now, he’s embarked on a new career path, courtesy of the NASCAR diversity program.
NASCAR is ramping up its efforts to embrace inclusivity, introducing a slew of initiatives like paid internships and special tracks designed to groom the next generation of pit crew pros and racecar drivers — and it’s already showing results.
Ferguson found his place on the pit crew thanks to NASCAR’s Diversity and Inclusion program, which is sponsored by Trackhouse(Image: WBTV)
“Without the diversity program, internally, the hiring pool would be a little different,” Kenyatta ‘Kap’ Houston remarked to WBTV.
“Externally, somebody that looks like myself wouldn’t have been exposed to that opportunity of pitting race cars.”.
The NASCAR Cup Series will rev up at Nashville Superspeedway on Sun. June 1.
Stephen A.
