Carson Hocevar recently caught NASCAR fans off guard by offering an unusual perk involving Chili’s during the Sonoma race weekend, blending his passion for racing with a fun, spontaneous giveaway. This unexpected move boosts the connection between Hocevar, his sponsors, and his supporters as the NASCAR season progresses.
Although sponsors play a vital role in NASCAR and drivers typically fulfill promotional duties, Hocevar is engaging with Chili’s more casually and enjoyably. Centered around the Sonoma race, this unique interaction offers fans a chance to win a Chili’s dinner treat, amplifying excitement beyond the track itself.
Chili’s Expands Its NASCAR Presence Alongside Hocevar and Spire Motorsports
Chili’s entered the NASCAR scene in 2024 through its partnership with Spire Motorsports, initially sponsoring Corey LaJoie. After LaJoie’s departure, Chili’s maintained its involvement by supporting Spire’s young drivers, including Carson Hocevar and Justin Haley, for the 2025 season. This ongoing relationship marks Chili’s growing footprint in the racing world.
To enhance its engagement with fans, Chili’s developed a campaign called Ride the ‘Dente, which includes a country-themed song and a fresh take on the brand’s classic Presidente Margarita cocktail. Hocevar showcased this branding during the Texas Motor Speedway race, prominently displaying the campaign on his No. 77 car.
Hocevar’s enthusiasm for the brand is clear. Prior to the Sonoma race weekend, he announced on social media that he would personally cover the bills of some Chili’s customers who shared their receipts online, emphasizing that the gesture was purely for fun rather than an official promotion.
hi. anyone going to @Chilis this weekend? i’ll buy.
retweet this post, reply a picture of your receipt total at Chili’s, and that you’re riding the ‘dente.
(not an ad. they don’t know i am doing this, figured it’d be fun)
i will pick a few winners on https://t.co/tUVbAgNH9R
— Carson Hocevar (@CarsonHocevar) July 12, 2025
This unexpected giveaway quickly generated excitement, with many fans responding by posting Chili’s receipts in the comments. The interaction organically strengthened the link between Hocevar, his followers, and the Chili’s brand during a key race weekend.
Strong Road Course Performance Fuels Hocevar’s Optimism for Sonoma
Hocevar’s generosity may reflect his growing confidence on road courses this season, as Sonoma’s challenging layout offers a critical test for drivers. He has posted notable results on similar circuits, such as finishing 13th at the Circuit of the Americas (COTA) and securing a P3 starting position at the Chicago Street Race, his best qualifying result on a road course this year.
Despite a disappointing DNF in Chicago, his demonstrated skill and familiarity with road racing support a hopeful outlook for Sonoma’s 1.99-mile, 12-turn track. Hocevar acknowledges the unique demands this track now presents compared to previous versions and emphasizes the blend of speed and precision required.
I think it has its own challenges,
Hocevar remarked.
You are going faster and have to be more aggressive to be on the limit with that speed, but have to avoid overdriving the corner.
With Sonoma’s evolution, Hocevar remains cautiously optimistic while preparing for a strong showing. He has yet to claim a Cup Series victory but considers this weekend an important opportunity to make progress toward that goal.
Implications of Hocevar’s Grassroots Marketing and Upcoming Sonoma Race
By spontaneously offering to pay for fans’ Chili’s meals, Hocevar adds a personal touch to his professional relationship with sponsors, strengthening fan engagement with minimal formal promotion. This gesture could serve as a model for how drivers can connect authentically with their audience while maintaining sponsor visibility.
As the NASCAR season advances, Hocevar’s performance at Sonoma will carry significant weight in his pursuit of a first Cup win and continued growth within the sport. His Chili’s collaboration, particularly during major events like Sonoma, highlights the evolving role of driver–brand partnerships in creating memorable experiences beyond the racetrack.
Fans and industry observers alike will be watching to see if this blend of fan interaction and strong racing results can propel Hocevar’s career to new heights in the coming months.
