CHARLOTTE, N.C. _ Fans returning to Darlington for NASCAR's first playoff race Sept. 6 will see new signage. The track and Cook Out secured a partnership deal that makes the North Carolina-based restaurant chain the official quick service restaurant of Darlington Raceway.
Charlotte's Bojangles previously had a long-term entitlement deal with the South Carolina track, which included two-way promotion for the raceway and the restaurant at each location, but Bojangles did not renew its title sponsorship for this year's Southern 500.
The partnership gives Thomasville-based Cook Out exclusive promotional rights, which includes trackside billboards, wall and asphalt signage and additional sponsorship rights through ads, sweepstakes and digital campaigns.
Darlington Raceway announced last week that it will host a limited number of fans for the Southern 500. NASCAR and the tracks do not release official numbers for ticket sales, but the state said it will allow up to 8,000 spectators for the race, and Darlington has already sold more than that capacity in tickets. The track hosted NASCAR's first return event _ the Real Heroes 400, won by Kevin Harvick _ without fans amid the pandemic in May.
Although fans will be limited for the upcoming race, the partnership deal with Cook Out should keep regional business ties strong. Cook Out was founded in Greensboro, N.C., in 1989 and has since grown to more 250 locations across 10 southeast states: Alabama, Georgia, Kentucky, Maryland, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West Virginia.
The raceway said it expects some form of in-restaurant promotion in the future (similar to Darlington's previous deal with Bojangles'); even if North Carolina NASCAR fans can't make it to the race in September, they could still get a taste of the South Carolina speedway by visiting their local Cook Out.
