<\/p>\n
It\u2019s no secret that sponsors are crucial to NASCAR and that drivers often collaborate with them off-track as part of the job. But Carson Hocevar only seems to be doing it out of \u201cfun\u201d recently.<\/p>\n
Even though his latest move might take restaurant giant Chili\u2019s sales off the roof ahead of the Sonoma weekend.<\/p>\n
How Did Carson Hocevar Become Chili\u2019s Unofficial Marketing Genius?<\/p>\n
If you recall, Chili\u2019s made its NASCAR debut with Spire Motorsports in the 2024 season, sponsoring Corey LaJoie. But with Lajoie sacked and a revamped Spire Motorsports entering the 2025 season, the hospitality giants continued their partnership with the team, backing youngster Justin Haley and Hocevar.<\/p>\n
Along with them, they developed a new marketing campaign<\/a> titled \u201cRide the \u2018Dente,\u201d featuring a full-length country song of the same name and a reimagined version of the brand\u2019s signature cocktail, the Presidente Margarita.<\/p>\n \u201cRide the \u2018Dente\u201d was also featured on Hocevar\u2019s No. 77 car at Texas Motor Speedway this season as he flaunted his Chili\u2019s paint scheme in the race.<\/p>\n The point is that the brand seems to have found its footing within NASCAR, along with Spire Motorsports. Hocevar appears to love the brand. To be fair, who doesn\u2019t? Ahead of the Sonoma weekend, he even wanted to treat some of his fans at Chili\u2019s, as he recently announced in an X post.<\/p>\n While Hocevar claimed this was not a promotional event, it could have been a perfect marketing stunt. Maybe it still is. The No. 77 driver wrote,<\/a> \u201cHi. Anyone going to The post\u2019s comments section is already flooded with screenshots of bills from Chili\u2019s.<\/p>\n Why Is Hocevar So Confident Heading into Sonoma?<\/p>\n Also, Hocevar is feeling so generous ahead of Sonoma because of how well he\u2019s been on road courses this season, and he is probably hoping for the same at the upcoming 1.99-mile, 12-turn track.<\/p>\n If you recall, he finished 13th in COTA and also managed to earn a P3 start at the Chicago Street Race circuit so far in the season \u2013 his best qualifying effort on a road course until now. Unfortunately, he got a DNF in the race. However, his recent race craft on road courses would have him confident heading into Sonoma.<\/p>\n
@Chilis this weekend? I\u2019ll buy. retweet this post, reply a picture of your receipt total at Chili\u2019s, and that you\u2019re riding the \u2018dente. (not an ad. they don\u2019t know I am doing this, figured it\u2019d be fun) I will pick a few winners on http:\/\/twitch.tv\/carsonhocevar.\u201d<\/p>\n