Chili’s Boosts Sponsorship for Corey LaJoie: Chili’s Grill & Bar has notably increased its sponsorship commitment to Corey LaJoie and Spire Motorsports, extending its primary sponsorship for three additional races in the 2024 NASCAR season. This strategic move highlights Chili’s confidence in LaJoie’s talent and the marketing potential within NASCAR’s fanbase. George Felix, Chili’s CMO, emphasized the brand’s dedication to fostering strong emotional connections with fans, further symbolized by the prominent placement of their iconic pepper logo on LaJoie’s No. 7 Chevrolet Camaro. With a special tribute planned at the Coca-Cola 600, this partnership is positioned to make a significant impact.
Key Highlights
- Chili’s extends its primary sponsorship for three additional races in the 2024 NASCAR season.
- The No. 7 Chevrolet Camaro, driven by Corey LaJoie, will feature Chili’s iconic pepper logo.
- The partnership aims to leverage NASCAR’s passionate fanbase for increased brand visibility.
- The sponsorship includes a special tribute to U.S. Army Staff Sgt. Jeremie S. Border during the Coca-Cola 600.
- The collaboration emphasizes emotional connections and patriotic values, enhancing brand loyalty.
Chili’s Grill & Bar Extends Sponsorship Deal
Chili’s Grill & Bar has extended its sponsorship deal with Corey LaJoie and Spire Motorsports, securing primary sponsorship for three more races in the 2024 season. This strategic move comes on the heels of a successful partnership that saw LaJoie secure a commendable fourth-place finish in the season-opening Daytona 500, coupled with an impressive sale of over 200,000 margaritas in a single afternoon.
Further solidifying this partnership, Chili’s Grill & Bar will be prominently featured on the No. 7 Chevrolet Camaro at key events. These include the following Coca-Cola 600 event this Sunday, WWT Raceway on June 2 and the regular-season finale at Darlington Raceway on September 1. The sponsorship will provide heightened visibility for Chili’s across highly anticipated races, creating a symbiotic relationship between the brand and the sport.
Chili’s CMO George Felix’s Statement
George Felix, Chief Marketing Officer of Chili’s, emphasized the significance of relationships over mere numbers in their decision to extend the sponsorship. ‘Numbers are crucial, but relationships are everything,’ Felix noted, highlighting Chili’s strategic approach to their NASCAR engagement. This philosophy guided their initial foray into the sport and continues to shape their partnership with driver Corey LaJoie and Spire Motorsports.
“Numbers are important, but relationships are everything. We jumped into NASCAR for the first time this year because we saw a chance to reach this passionate fanbase, but to do that we needed to find the perfect driver and team for Chili’s. We have that with Corey and Spire. We’re excited to solidify this partnership by putting the pepper back on the hood at some of the season’s remaining marquee races.” – (George Felix)
Felix elaborated that Chili’s sought to connect with NASCAR’s deeply passionate fanbase, a demographic that aligns well with the brand’s values and customer base. However, achieving this connection required more than just a presence at the races; it necessitated a partnership with the right driver and team. In LaJoie and Spire Motorsports, Chili’s found a synergistic match, characterized by mutual respect and a shared vision for success.
The decision to extend the sponsorship is not just a financial investment but a reflection of the strong, collaborative relationship that has developed. By placing the iconic pepper logo prominently on LaJoie’s car at key races, Chili’s aims to boost brand visibility while also demonstrating their commitment to supporting their partners.
Special Tribute at Coca-Cola 600
The partnership extension will be highlighted at the Coca-Cola 600, where Corey LaJoie and Spire Motorsports will pay tribute to U.S. Army Staff Sgt. Jeremie S. Border, honoring his sacrifice by displaying his name on the windshield of their Chili’s sponsored Chevy Camaro. Staff Sgt. Border, a native of Mesquite, Texas, tragically lost his life on September 1, 2012, due to small arms fire while conducting combat operations in Ghazni Province, Afghanistan.
“This is always a special weekend. Seeing Staff Sgt. Border’s name on the windshield of our Chili’s Chevy Camaro is incredibly humbling. He put the well-being of his fellow soldiers and civilians above his own. Chili’s has stepped up in a big way to honor one of their very own Gold Star Families, and It’s an honor to represent Chili’s, Staff Sgt. Border and his family.” – (LaJoie)
This tribute aligns with the Memorial Day weekend ethos of the Coca-Cola 600, further enhancing the race’s significance by commemorating fallen military heroes. Corey LaJoie expressed a deep sense of humility and respect, stating, ‘Seeing Staff Sgt. Border’s name on the windshield of our Chili’s Chevy Camaro is incredibly humbling. He put the well-being of his fellow soldiers and civilians above his own.’ This acknowledgment of sacrifice highlights the profound connection between NASCAR and the military community.
Border was part of Company Alpha, 1st Battalion, 1st Special Forces Group (Airborne), based in Okinawa, Japan. He was deployed to support Operation Enduring Freedom-Afghanistan. Throughout the weekend, his name will be shown on the windshield of LaJoie’s Chevrolet Camaro.
DeLaynie Peek’s Reaction and Border’s Background
DeLaynie Peek, both a proud sister and long-standing Chili’s team member, expressed profound admiration for the tribute to her brother, Staff Sgt. Jeremie S. Border. Peek will be present at Charlotte Motor Speedway as NASCAR honors Gold Star Families for the seventh consecutive season.
“I’d put my brother’s name or face on anything if it meant people could learn about the hero and protector he was, so for it to happen in such a visible and memorable way is just amazing. Chili’s wanted to honor someone connected to its family, and that says so much about the company’s culture that they’re making sure this moment didn’t pass without making one of their own feel special. We’re so grateful to them and to Spire and Corey for choosing Jeremie to ride along this weekend.” – (DeLaynie Peek)
Staff Sgt. Jeremie S. Border’s path began in Mesquite, Texas, where he graduated from Mesquite High School in 2002. His academic pursuits led him to McMurray University in Abilene, Texas, where he earned a bachelor’s degree in Sociology and Communications. This educational background laid a strong foundation for the leadership and communication skills that would later define his military career. In 2006, he joined the Army and finished basic training, advanced individual training, and a basic airborne course at Fort Benning, Georgia.
Peek’s connection to Chili’s extends beyond her professional tenure, intertwining with her personal narrative as she witnesses the organization honoring her brother on such a grand stage. This act of commemoration not only celebrates Border’s legacy but also highlights Chili’s dedication to supporting the families of fallen heroes.
Border’s Military Service and LaJoie’s Performance
He got lots of awards like the Expert Infantry Badge, Army Good Conduct Medal, Army Parachutist Badge, Global War on Terror Expeditionary Medal, Special Forces Tab, Army Commendation Medal, Army Service Ribbon, National Defense Service Medal, Global War on Terror Service Medal, and Non-commissioned Officer Professional Development Ribbon with number 2.
Staff Sgt. Jeremie S. Border’s distinguished military service, marked by numerous accolades, will be honored as Corey LaJoie aims to deliver a strong performance at Charlotte Motor Speedway. Border, a decorated soldier, was posthumously awarded the Bronze Star Medal with Valor, the Purple Heart, the Meritorious Service Medal, and the Afghan Campaign Medal. His sacrifice and dedication provide a poignant backdrop as LaJoie takes to the track.
LaJoie, piloting the No. 7 Chevrolet Camaro, has a notable history at Charlotte Motor Speedway. With ten previous starts in the NASCAR Cup Series, his best finish at this venue is 12th place. Last May, LaJoie concluded the Coca-Cola 600 in 17th, demonstrating consistent capability on this challenging circuit.
- Track experience: With a decade of starts at Charlotte, LaJoie’s familiarity with the course intricacies offers a competitive edge.
- Vehicle readiness: The No. 7 Chevrolet Camaro, under the sponsorship lift from Chili’s, is expected to be in prime condition, enhancing performance potential.
- Motivational factors: Honoring Border’s legacy could provide an additional emotional drive for LaJoie, potentially translating into a heightened focus and resolve.
News in Brief: Chili’s Boosts Sponsorship for Corey LaJoie
The extension of Chili’s sponsorship with Corey LaJoie and Spire Motorsports highlights the strategic alignment between brand marketing objectives and NASCAR’s audience engagement potential.
By prominently featuring the iconic pepper logo on the No. 7 Chevrolet Camaro, Chili’s aims to deepen its connection with a dedicated fanbase.
The partnership not only showcases Chili’s confidence in LaJoie’s racing skills but also reinforces the importance of emotional and relational factors in contemporary marketing strategies.
Our Reader’s Queries
Q. Who does Chili’s sponsor in NASCAR?
A. Chili’s Grill & Bar, the flagship brand of Brinker International Inc. headquartered in Dallas, has announced a fresh collaboration with Spire Motorsports for the upcoming 2024 NASCAR Cup Series race season. Under this partnership, Chili’s will serve as the primary sponsor for Spire’s No. 7 Chevrolet Camaro ZL1, driven by Corey LaJoie, during the highly anticipated Daytona 500 on February 18th.
Q. Who is the race car driver at Chili’s?
A. The No. 7 Chevrolet Camaro ZL1, piloted by NASCAR driver Corey LaJoie, will proudly bear the Chili’s Grill & Bar branding for the Daytona 500 on February 18th, marking an exciting collaboration between the renowned restaurant chain and Spire Motorsports.
Q. Who drives for Spire Motorsports?
A. Spire Motorsports, led by seasoned NASCAR executives Jeff Dickerson and Thaddeus “T.J.” Puchyr, operates as a full-time three-car team in the NASCAR Cup Series. In the upcoming 2024 season, Spire Motorsports will campaign the No. 7 Chevrolet Camaro ZL1 for Corey LaJoie, the No. 71 Chevrolet Camaro ZL1 for Zane Smith, and the No. [insert number] Chevrolet Camaro ZL1 for [insert driver name].
Q. Who are Corey LaJoie’s sponsors?
USANA, a prominent player in global nutrition, is set to make its debut as a primary A. sponsor with Spire Motorsports, adorning Corey LaJoie’s No. 7 Camaro. Based in Mooresville, N.C., USANA, also the Official Supplement Provider for Spire Motorsports, will take center stage as LaJoie hits the track.
ALSO READ: Corey LaJoie Apologizes to Jimmie Johnson After the Kansas Wreck
