Chili‘s Grill & Bar is reaffirming its commitment to the Spire Motorsports NASCAR partnership as it returns to the track on March 1, 2026, in Austin, Texas. The restaurant chain is expanding its vibrant presence in the racing world, spotlighting its iconic Presidente Margarita, or ‘Dente, and teaming up with driver Carson Hocevar for another high-profile season in motorsports.
Elevating Brand Presence Through NASCAR
Chili’s, established in 1975 by Larry Lavine, has been a mainstay in the casual dining scene, renowned for favorites like the Triple Dipper and its signature margaritas. In 2025 alone, Chili’s reportedly sold nearly 30 million margaritas, with the Presidente Margarita standing out as a guest favorite since its introduction in 1994. The partnership with Spire Motorsports is designed to channel this popularity onto the NASCAR stage, taking advantage of racing’s energetic and loyal fan base. This collaboration, which first emerged last season, continues to draw attention not only to Chili’s beverages but also to its fun and spirited dining experience.
The ‘Ride the ‘Dente’ Campaign Makes an Impact
The ‘Ride the ‘Dente’ campaign debuted on Carson Hocevar’s No. 77 Chevrolet ZL1 in 2025, quickly catching the attention of NASCAR fans with its bold design and creative approach. Beyond the track, Chili’s extended the campaign by launching its first-ever country music video and introducing a mechanical margarita shaker ride at Talladega Superspeedway, amplifying the off-track fan engagement. The car and Hocevar’s striking western-themed firesuit, featuring custom flourishes and a large belt buckle, turned into fan favorites over the course of the season, helping Chili’s Margarita become a rallying point within the racing community.
“We love how fans have taken the campaign and made it a rallying cry for hard racing or a way to say they’re headed to Chili’s for margs and Triple Dippers,”
said Chili’s Director of Media, Tim Forman.
With the 2026 season approaching, Chili’s is updating its campaign aesthetic. The new design for the ‘Dente Chevrolet features a sleek black, white, and red color scheme, pepper vine accents inspired by founder Larry Lavine, and the recognizable Ride the ‘Dente logo. The updated firesuit reflects a bold outlaw vibe, echoing the mentality of Carson Hocevar, and includes intricate boot and western shirt details, faux denim, and the signature Texan-style extras that have become part of the car’s identity.
“This year, we’re making a few updates, starting with an intimidating black-and-white design and black suit, to reflect the mentality Carson brings to the track and give fans another reason to yell or post ‘Ride the Dente’,”
said Tim Forman, underscoring the team’s commitment to staying fresh and authentic in both branding and fan engagement.
Carson Hocevar Returns to the Track with Chili’s
Driver Carson Hocevar, who captured fans’ attention during the previous season, will continue to drive the No. 77 Ride the ‘Dente Chevy at the NASCAR Cup Series Circuit of the Americas (COTA) race in Austin, Texas. This renewed partnership signals a multi-year extension, with the fresh livery making its debut at COTA. Hocevar will be on track both Saturday and Sunday throughout the race weekend, culminating in the 95-lap event on March 1, 2026, broadcast nationally on FOX.
“Chili’s set the bar last year with the Ride the ‘Dente scheme and firesuit,”
said Carson Hocevar.
“This year they’ve outdone themselves with the full look. I don’t think you’ll find another car or campaign in the garage that is as detailed and unique as this one. Every little thing has been thought out and it’s really cool to be able to represent a brand I love in the sport I love. I hope everyone enjoys seeing the black-and-white Chili’s Ride the ‘Dente Chevy on track, and when we take it to Victory Lane, they can join us at the nearest Chili’s for some margs and Triple Dippers.”
– Carson Hocevar, Driver
Paying Tribute to Chili’s Heritage
The updated design of the race car and firesuit is more than just a marketing effort—it’s a nod to the rich history of Chili’s and its founder. The pepper vines motif, inspired by Larry Lavine’s original fashion sense, decorates both the car and the firesuit. In a unique tribute, the names of nearly 1,100 Chili’s general managers from corporate-owned restaurants form the pepper logos displayed on the car’s doors. This detail highlights the vital role team members play in carrying forward the brand’s legacy and ensuring a memorable Chili’s experience for every guest.
Extending the Partnership’s Reach
While race fans in Austin can see the No. 77 Ride the ‘Dente Chevy in person during the busy COTA weekend, Chili’s also ensures that fans across the U.S. can share in the excitement. The partnership helps keep the spotlight on the Presidente Margarita, consistently one of Chili’s top-selling drinks, available at all Chili’s locations nationwide. The energetic Chiliheads community, known for their love of both food and racing, continues to boost the collaboration’s momentum.
About Chili’s and Spire Motorsports
Chili’s Grill & Bar operates over 1,600 restaurants in 29 countries and two territories, employing more than 70,000 team members. As the flagship brand of Brinker International, Inc., Chili’s has been recognized with several accolades, including Ad Age’s 2025 Brand of the Year and a MenuMasters Award. Their dedication to community extends to philanthropy, raising over $120 million for St. Jude Children’s Research Hospital since their partnership began. Chiliheads have also embraced new menu items, including the award-winning Nashville Hot Mozz, further expanding the brand’s appeal.
Spire Motorsports, led by Jeff Dickerson and Dan Towriss, competes in multiple racing series, including the NASCAR Cup Series and NASCAR CRAFTSMAN Truck Series, fielding several Chevrolet entries. With notable wins at Daytona International Speedway, Martinsville Speedway, and Nashville Superspeedway, Spire continues to make its mark in the sport. In 2026, Spire’s operations expand to include the No. 77 410 sprint car for the Interstate Batteries High Limit Racing, emphasizing the team’s commitment to growth and innovation.
Looking Ahead for Fans and Partners
The ongoing Chili’s and Spire Motorsports NASCAR partnership is set to fuel fan excitement at COTA and throughout the racing season. With its distinct blend of spirited branding, creative car designs, and meaningful recognition of team members, Chili’s is poised to reinforce its place both on the racetrack and in the everyday dining experience of fans. As the Ride the ‘Dente campaign evolves, it not only strengthens bonds with racing enthusiasts but also highlights how iconic brands can find fresh ways to connect with audiences through sport and hospitality.
