Spire Motorsports has announced a new collaboration with Hooey Brands, naming the Texas-based company as their Official Headwear Provider starting with this weekend’s NASCAR Cup Series race at Circuit of the Americas in Austin. The Spire Motorsports Hooey partnership is set to equip the team with distinctive western-inspired hats while expanding brand presence on and off the track.
Hooey Brands Joins as Official Headwear Provider
Beginning at the 2026 NASCAR Cup Series event in Austin, Hooey Brands will supply Spire Motorsports’ drivers and crew with headwear at the racetrack. The action sports company, established in Spring Branch, Texas, will also serve as an associate sponsor on Daniel Suárez’s No. 7 Chevrolet Camaro ZL1 during Sunday’s 95-lap race at the challenging 20-turn road course just outside downtown Austin.
The partnership was born from a shared admiration of independence and innovative spirit. Hooey founder Joey Austin and Spire Motorsports co-owner Jeff Dickerson have each built their brands by blending creative vision with a commitment to their respective communities. Their alignment underscores mutual respect for operating with authenticity, whether building a brand or a racing legacy.
Brand Leaders Share Excitement for the Partnership
“Hooey is proud to announce our partnership with Spire Motorsports as their Official Headwear Provider for the 2026 NASCAR season,”
said Joey Austin, brand owner, founder, and president of Hooey.
“This collaboration brings the ‘Western Original’ to the fast lane. Both Hooey and Spire Motorsports are built on grit, independence, and a commitment to blazing new trails, whether in the arena or on the track. We are excited to work together to deliver a high-performing partnership to race fans across the country.”
— Joey Austin, brand owner, founder, and president, Hooey
“We are thrilled to have Hooey Brand join Spire Motorsports at a pivotal time of growth and ascension in NASCAR,”
stated Todd Mackin, president of Spire Holdings.
“It is important for all of us at Spire to partner with a brand and individuals who share our values of hard work, determination and respect. We take great pride in being able to provide an opportunity for new brands to connect with the most passionate fans in motorsports and look forward to representing Hooey as they enter a new arena of fast-paced action.”
— Todd Mackin, president, Spire Holdings
Race Fans Can Find Hooey-Branded Gear
The impact of the Spire Motorsports Hooey partnership will be visible not just at the racetrack, as enthusiasts can purchase Spire Motorsports hats designed by Hooey through the team’s online store or directly from the Mooresville, North Carolina race shop. Hooey’s catalog reflects western energy and style, connecting racing enthusiasts with a blend of fashion and motorsports spirit.
Circuit of the Americas Hosts Next NASCAR Race
The DuraMax Texas Grand Prix Powered by RelaDyne at Circuit of the Americas will be televised live on FOX on Sunday, March 1, beginning at 3:30 p.m. EST. As one of 36 points-paying races in the 2026 NASCAR Cup Series season, the event will also air via the Performance Racing Network and on SiriusXM NASCAR Radio Channel 90, bringing the excitement of the new partnership to fans nationwide.
This Spire Motorsports Hooey partnership marks an energetic step forward for both brands, fusing the independent ethos of Texas’ west with the high-speed dynamics of the NASCAR circuit. As the season accelerates, fans can expect to see Hooey’s western flair on the heads of Spire Motorsports team members while both organizations work to expand their influence in motorsports and beyond.
