Carson Hocevar, NASCAR driver for Spire Motorsports, has launched an offbeat and playful initiative involving Chili’s, just days before the Sonoma race, grabbing attention with his impromptu fan giveaway. The Carson Hocevar Chili’s NASCAR promotion comes at a time when the restaurant giant is deepening its ties with NASCAR, making this lighthearted gesture one to watch both for fans and for the Chili’s brand.
Hocevar Turns the Spotlight on Chili’s With Creative Fan Engagement
Sponsorship has always been a vital part of NASCAR, shaping both race weekends and drivers’ schedules. Since their debut with Spire Motorsports in 2024 by partnering with Corey LaJoie, Chili’s has only increased its presence on the track, adjusting its backing as the lineup changed for 2025. The restaurant chain continued its association with the revamped Spire Motorsports roster, now supporting Justin Haley and Carson Hocevar.
Chili’s signed on for a new marketing adventure, introducing the campaign “Ride the ‘Dente,” built around a country-inspired track and a special edition of the Presidente Margarita. Fans may remember seeing “Ride the ‘Dente” featured on Hocevar’s No. 77 car at Texas Motor Speedway earlier in the NASCAR season, with the bold paint scheme leaving a mark both visually and culturally among fans.
The connection appears to be more than a typical sponsorship for Hocevar, who makes no secret of his enthusiasm for the Chili’s brand. Ahead of the Sonoma weekend, he went a step further by extending an invitation to his fans to dine at Chili’s and possibly have their meal covered by him, all orchestrated through a post on X (formerly known as Twitter).
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 gesture, though disclaimed as “not an ad,” essentially created an organic promotion, with Hocevar pledging to reimburse a few lucky fans who dined at any Chili’s outlet over the weekend. Fans were encouraged to engage by posting their receipt totals and the message that they were “riding the ‘dente,” generating visible excitement and a surge of shared bills in the post’s responses.
The campaign’s grassroots nature, paired with Hocevar’s spontaneous approach, stands out in the often tightly scripted world of motorsport promotions. The quick buzz online suggests that this unplanned event may actually benefit both the brand and the driver, who further cements his status as a fan favorite through genuine, creative engagement.
A Confident Approach Heading Into the Sonoma Circuit
Hocevar’s willingness to connect with fans ahead of Sonoma also seems intertwined with his confidence on road courses this season. His performance on tracks such as COTA, where he finished 13th, and a front-running P3 qualifying spot at the Chicago Street Race, has likely fueled his optimism. Although the Chicago event ended with a DNF, the progress shown highlights his growing prowess on complex circuits like Sonoma, a historic 1.99-mile layout with 12 challenging turns.
Despite heightened confidence, Hocevar maintains a level-headed view of the challenges awaiting him at Sonoma. He referenced the evolving nature of the track surface compared to years past, expressing nostalgia for its prior worn character but acknowledging its current grip and the strategy required.
I think it has its own challenges,
— Carson Hocevar
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.
— Carson Hocevar
As he seeks his first NASCAR Cup Series win, Hocevar’s campaign with Chili’s and his attitude heading into Sonoma are emblematic of a driver energized both on and off the track. His recent approach signals not just hope for a break-through on race day but further cements the importance of meaningful sponsor-driver connections in NASCAR’s evolving landscape.
Looking at the Broader Impact of Hocevar’s Spontaneous Promotion
The unexpected Chili’s giveaway has already generated widespread conversation among fans and industry observers alike. While not a formal brand initiative, the buzz surrounding Hocevar’s offer shows how driver-led actions can elevate sponsor engagement beyond traditional advertising, yielding genuine fan interaction and enriching the NASCAR experience for all involved.
As Hocevar prepares to compete at Sonoma, the question remains whether he will achieve his long-anticipated Cup victory. Regardless, the Carson Hocevar Chili’s NASCAR promotion stands as a testament to the innovative ways athletes can influence and energize both their sport and their sponsors, offering memorable moments that linger beyond the finish line.
