Published 01/04/2023, 10:45 AM EST
Dale Earnhardt Jr and Budweiser or Kyle Busch and M&M – these are iconic partnerships that find themselves planted deep in NASCAR history. Chase Elliott has something similar building, but he might just have received a big setback.
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It’s a little unfair to compare Elliott with legends like Dale Jr and Busch. Not because he’s any bit inferior in terms of skill or abilities, but because they had a lot more in the ‘years’ column of their careers. Elliott, on the other hand, has just started out.
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Chase Elliott is a sponsor’s dream
Having entered the Cup Series in 2015 (first full season in 2016), he has performed remarkably well. He already has a Cup Series trophy in his kitty, and he has been a part of the final 4 in three consecutive seasons.
Add to that the popularity of Elliott – with 5 consecutive Most Popular Driver award wins – and you have a significant driver. All those features and characteristics have also made Elliott one of the most sought-after drivers for sponsors.
Companies have should great enthusiasm in wanting to spend big money to support Elliott’s journey and career. Big ticket sponsors such as Hooters and NAPA Auto Parts make up Elliott’s sponsorship list. However, that list hasn’t remained unchanged since 2016.
The most significant change to that list came in 2020, after Mountain Dew and PepsiCo gave up a chance to renew their long-standing partnership with Hendrick Motorsports. They were replaced by A Shoc Energy Drinks as the teams and the #9 car’s beverage partner.
Unfortunately for Elliott and HMS, that journey has come to an end now. According to recent reports, A Shoc will not continue as a sponsor from 2023 onward.
Dale Earnhardt Jr fans recall the time before 2021
PepsiCo, the $280 billion beverage behemoth, was no rookie in NASCAR. Their collaboration with HMS began in 1997, beginning with Jeff Gordon. They continued to stay with the team through Mountain Dew as they sponsored Dale Earnhardt Jr between 2008 and 2017.
With that in mind, fans were eager to see a return of the brand to HMS’ stables.
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While there have been no hints or reports of interest from PepsiCo, fans continue to manifest a return. Do you think HMS can pull off a major coup?