UniFirst Launches Sponsorship with NASCAR, Debuts No. 9 Chevrolet for 2026 Season

UniFirst Unveils Bold Sponsorship in NASCAR Season Kickoff

UniFirst Corporation, a leading provider of customized business uniforms and facility services, prepares to launch the highly anticipated No. 9 UniFirst Chevrolet in the upcoming NASCAR season at Darlington Raceway on March 22, 2026. This debut, scheduled for 3 p.m. ET and broadcasted on FS1, signifies the start of UniFirst's primary sponsorship with Hendrick Motorsports for the 2026 racing season. The car stands out with its striking green design and racing stripes, prominently featuring UniFirst's "U-Mark," which symbolizes the company’s commitment to service excellence. This event marks another milestone in UniFirst's ongoing partnership with Hendrick Motorsports, now entering its 11th year, and it highlights the company's sustained support for Chase Elliott and the No. 9 team as they gear up for an exciting season.

David Katz, Executive Vice President of Sales and Marketing at UniFirst, expresses enthusiasm about debuting the vehicle at Darlington, an iconic venue known for its rich racing history. The choice of this track is significant, given its challenging layout that not only tests drivers but also enhances the spectator experience, drawing racing fans from all over. Chase Elliott, a two-time NASCAR Cup Series champion, shares his eagerness for the track’s unique challenges, setting the stage for a thrilling race that will engage audiences both at the venue and at home. This strategic sponsorship embodies UniFirst's intention to deepen its connections with fans and create an engaging presence in the highly competitive motorsport arena.

In addition to the Darlington debut, the No. 9 UniFirst Chevrolet is slated to compete in four additional races throughout the season. These include significant events at Martinsville Speedway on March 29, Richmond Raceway on August 15, and Charlotte Motor Speedway on October 11. This deliberate schedule showcases UniFirst's commitment as the Official Workwear Provider for Hendrick Motorsports, further intertwining the company's identity with the world of competitive racing. The collaboration not only promotes the UniFirst brand but also underscores the company’s dedication to community engagement, highlighting the transformative power of sports marketing in fostering brand loyalty and recognition.

In a broader context, UniFirst's involvement in NASCAR exemplifies how businesses can successfully leverage partnerships to enhance brand visibility and connect with diverse audiences. As the company continues to merge its identity with the fast-paced world of motorsports, it reinforces its commitment to quality service and community involvement, aligning with the values that consumers seek in today's marketplace. This approach not only strengthens their market position but solidifies their role within the larger fabric of the racing community.