Nascar’s Hendrick Motorsports land Chuck E. Cheese deal

Two-year partnership is family entertainment chain's first in sports.

Nascar’s Hendrick Motorsports land Chuck E. Cheese deal

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Nascar’s Hendrick Motorsports has signed a two-year deal with Chuck E. Cheese, the family entertainment chain’s first sports partnership.


  • Hendrick Motorsports to be integrated into ‘Chuck E. Cheese Racing World’ mobile game
  • Co-branded activities to introduce the world of professional racing to kids and families
  • Weekly ‘They Win You Win’ promotion awarding e-tickets to participants based on where the team finishes in select races
  • National sweepstake for the chance to win a VIP experience and the ultimate birthday party at Chuck E. Cheese

Context: The agreement includes the sharing of IP for licensing opportunities, CEC Entertainment president and chief executive David McKillips revealed to the Sports Business Journal (SBJ). According to SBJ, McKillips is judging the ROI of this deal on how many people sign up for national promotions, sales of licensed products and impressions.

Comment: Jeff Gordon, four-time Nascar champion and current vice-chairman of Hendrick Motorsport, said: “Like so many others, I grew up looking forward to every trip to Chuck E. Cheese. Having the opportunity to work with this iconic brand and connect millions of young kids to Hendrick Motorsports is very exciting. Racing brings so many families together, and I believe fans of all ages are going to have a lot of fun engaging with this programme.”

Coming next: The collaboration starts on 25th May, with an appearance of the Chuck E. Cheese fantasy scheme car at the reopening of the Chuck E. Cheese fun centre in Concord, North Carolina.

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