Controversial NASCAR star lands new deal with billion-dollar brand

NASCAR Cup Series rising star Carson Hocevar has landed a major new deal at Spire Motorsports ahead of the 2026 campaign.

Due to either his talent or the controversies that surround him, Hocevar is never far from the headlines, making him a dream for any brand to work with.

With that in mind, Chili's Grill and Bar has renewed their partnershsip with Spire Motorsports and will now expand their sponsorship of the No. 77 Chevrolet driven by Hocevar heading into the new season.

It is a major partnership for Hocevar and the team, with Chili's owned by Brinker International, a business worth an estimated $7.7 billion.

Chili's will first appear on Hocevar's No. 77 Chevrolet in Texas at COTA on March 1, and will subsequently appear at 'multiple dates' on the 2026 calendar.

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Chili's expands Carson Hocevar partnership

“The team at Chili’s has really become students of the game,” said Hocevar.

“I think the Ride the ‘Dente look was one of the cleanest and most iconic schemes of the season, and it feels like we’re becoming one of the most talked about team and partner relationships in the garage.

"I’m really excited to build on that in 2026. Every race we were in the Chili’s colors, we were really fast, and our plan is to give back to their commitment by getting them a lot of TV time up front, and hopefully, in Victory Lane.”

Hocevar certainly isn't lying. Off track, the Michigan native made headlines last October when he pranked people on social media by posting that he had purchased his hometown Chili's restaurant in Portage and saved it from being knocked down.

It turned out to be a prank, but the post went viral and got everyone talking about Chili's - great marketing for the team.

Chili's reaction

“Our partnership with Spire Motorsports continues to grow as we see excitement build at the track and with race fans across the country,” said Chili’s Director of Media Tim Forman.

“We both take our business seriously but are eager to embrace opportunities to have fun and show up in unexpected ways together.

Last season, Carson took it to a new level, giving fans an authentic reason to connect with Ride the ‘Dente, and we can’t wait to continue that push this year.”