No. 41 Chevy Carries Hooters Back to NASCAR at Miami Finale

Hooters will return to NASCAR's Cup Series this weekend, putting its branding on Cole Custer's No. 41 Chevrolet for the championship race at Homestead-Miami Speedway — the company's first car sponsorship since 2024, OutKick reported on Nov. 7, 2026.

The deal arrives, in OutKick's framing, as a chance for Hooters "to show doubters the brand is still alive" after what the outlet describes as years of tough headlines for the company.

Why is Hooters sponsoring Cole Custer's car now?

According to OutKick's reporting, the sponsorship lands on the No. 41 Chevrolet for the sport's championship weekend — the highest-visibility slot on the Cup Series calendar, when a small field of title contenders and a national broadcast audience converge on one track. Placing the Hooters mark on a car racing during the championship event, rather than during a mid-season date, is itself part of the message the brand is sending: it wants its return covered, not buried in the standings.

How long has Hooters been off NASCAR cars?

The Miami sponsorship is Hooters' first on a Cup Series car since 2024, per OutKick. The company has a long history with stock car racing, but the gap marks a notable absence from the sport's primary sponsorship ranks, based on the available reporting. OutKick's piece does not specify the terms of the new deal or whether it covers more than this single race.

What does "years of tough headlines" refer to?

OutKick ties the sponsorship directly to a stretch of negative press for Hooters without cataloguing specific incidents, framing the Homestead-Miami appearance as a test of the brand's standing with fans. The outlet does not detail which headlines it has in mind, and no separate statement from Hooters appears in the material reviewed for this report.

What should fans watch for at Homestead-Miami?

Hooters' logo on Custer's car will be visible throughout the championship race broadcast, putting the brand in front of the same audience watching NASCAR crown its 2026 champion. Whether the arrangement extends beyond this one race into a multi-event or season-long deal was not addressed in OutKick's reporting.

Glossary

• Cup Series championship race: NASCAR's season-ending event, held at a single track, that determines the sport's top-level champion among a small group of title-eligible drivers.
• Homestead-Miami Speedway: The 1.5-mile oval south of Miami that has hosted NASCAR's championship-deciding race in recent seasons.
• Primary sponsorship: The lead branding deal on a race car, typically covering the hood and side panels, distinct from smaller "associate" sponsor decals elsewhere on the car.
• No. 41 Chevrolet: The car number and manufacturer combination driven by Cole Custer in the Cup Series.