• by Teresa Buyikian , February 19, 2024

Car racing can be a friendly-friendly sport, as kids entertainment pizza chain Chuck E. Cheese found when it first partnered with NASCAR champions Hendrick Motorsports last May.

In the second year of the alliance, the two companies just launched a “They Win, You Win’ promotion consisting of a mobile game, contest and merchandise, as well as new social content.

The partners have doubled the prizes this year, giving participants a chance to win free e-tickets based on the performance of Hendrick Motorsports’ drivers. From now through Nov. 11, participants can win up to 1,750 free tickets every week whenever the team places in the top three. Customers register for the promo online.

The pair also launched a Racing World Sweepstakes, online as well, where fans have a chance to win prizes like a VIP race experience or Ultimate Birthday Party at Chuck E. Cheese.

The partnership is also creating co-themed kid-friendly racing content for YouTube and producing new licensed products. The merch, available for both children and adults in “classic, retro and current styles,” includes T-shirts, “high end” hats and shoes as well as a collectible Chuck E. Cheese Die-Cast, which will be available for purchase at Chuck E. Cheese locations this summer, per the release.  Hendrick Motorsports Shop, New Era Caps, Target, Amazon and Walmart will also carry the co-branded merch.

Online, Chuck E. Cheese and Hendrick Motorsports will post co-branded "Racing World" video content on the official Chuck E. Cheese YouTube channel throughout the season.