Carson Hocevar is set to debut a striking new Chili’s partnership at Circuit of the Americas (COTA) on March 1, marking the return of Chili’s Grill & Bar to the racing scene with Spire Motorsports. This multi-year deal introduces a dramatic redesign for the No. 77 Chevrolet ZL1, bringing the Carson Hocevar Chili’s partnership to the forefront of the motorsports world.
A Fresh Look for the No. 77 Chevy at COTA
On race day, fans at COTA in Austin, Texas, and viewers nationwide will see Hocevar’s car sport a bold outlaw-inspired livery. This latest collaboration with Chili’s and Spire Motorsports builds upon last year’s viral campaign, opting for a more intense black-and-white aesthetic. The update reflects Hocevar’s daring driving style and Chili’s ongoing efforts to remain relevant and eye-catching both on the track and off.
The Power of the Presidente Margarita
Central to this partnership is the iconic Presidente Margarita, affectionately referred to as the ‘Dente. Since 1994, the ‘Dente has been a fixture on the Chili’s menu, and its popularity is evident—Chili’s sold nearly 30 million margaritas in the U.S. in 2025, earning its title as the top margarita seller among national restaurant brands. The drink, made with reposado tequila, brandy, and orange liqueur, has sparked the rousing catchphrase “Ride the ‘Dente,” uniting fans and drivers alike.
“We love how fans have taken the campaign and made it a rallying cry for hard racing,”
said Tim Forman, Chili’s Director of Media.
“This year, we’re updating the design to reflect the intensity Carson brings to the track.”
— Tim Forman, Chili’s Director of Media
Design Elements That Set the “Outlaw” Theme Apart
For the 2026 season, the “Ride the ‘Dente” themed No. 77 Chevrolet will showcase a significant style transformation. The design trades last year’s bright colors for a classic black, white, and red palette, amplifying the car’s presence on the grid while paying tribute to the brand’s heritage.
One of the most eye-catching features is the pepper vine motif extending across the chassis, a nod to Chili’s founder Larry Lavine’s fashion sensibility. Carson Hocevar’s firesuit also gets a rugged update, complete with black faux-denim jeans, a Spire-branded bolo tie, and a large “Texas-sized” Ride the ‘Dente belt buckle. To honor Chili’s dedicated leadership, the pepper logos decorating the car doors are formed from the names of nearly 1,100 general managers from the brand’s corporate-owned locations, giving the design a deeply personal touch.
Hocevar’s Excitement and the Nationwide Experience
Carson Hocevar, recognized for his unique character among drivers, expressed his enthusiasm for unveiling the new look and theme at the 3.41-mile COTA circuit.
“I don’t think you’ll find another car or campaign in the garage that is as detailed and unique as this one,”
Hocevar said.
“When we take it to Victory Lane, fans can join us at the nearest Chili’s for some margs and Triple Dippers.”
— Carson Hocevar, Driver
The race, featuring the revamped No. 77 Chevy, is scheduled for Sunday, March 1, with coverage kicking off at 3:30 p.m. ET on FOX. Whether attending in Austin or watching from home, the “Ride the ‘Dente” experience—complete with Presidente Margaritas and signature Chili’s dishes—will be available at locations nationwide, ensuring all fans can partake in the celebration.
What This Means for Racing and Brand Partnerships
The continued collaboration between Chili’s, Spire Motorsports, and Carson Hocevar signals a trend of innovative partnerships linking legacy brands with motorsport’s rising stars. By weaving brand heritage directly into race-day visuals and fan engagement, the Carson Hocevar Chili’s partnership offers a fresh model for sponsorships in professional racing. With prominent figures like Larry Lavine being honored and drivers such as Hocevar amplifying the message, this partnership is poised to make waves during this year’s racing season and beyond, both on the track and at restaurants across the country.
