CONCORD, N.C. – Hendrick Motorsports and Chuck E. Cheese have announced a new collaboration to create a unique platform using entertainment to introduce the world of auto racing to kids and families. 

As part of a two-year collaboration, the co-branded "Racing World" will feature Hendrick Motorsports in Chuck E. Cheese locations across the country by offering kid-focused video content and a variety of licensed products.

With 296 NASCAR Cup Series wins and 14 championships, Hendrick Motorsports is the most decorated organization in the sport's history. 

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"Like so many others, I grew up looking forward to every trip to Chuck E. Cheese," Jeff Gordon, four-time NASCAR champion and current vice chairman of Hendrick Motorsports, said in a release. "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 program."

The collaboration is set to kick off on Thursday, May 25 with an appearance of the exclusive Chuck E. Cheese fantasy scheme car at the grand re-opening of the remodeled Chuck E. Cheese fun center in Concord, North Carolina. The car will also be at the 2023 Hendrick Motorsports Fan Fest on Friday, May 26, and Saturday, May 27. In addition, the car can also be seen at Charlotte Motor Speedway on Sunday, May 28, as part of an activation on Speed Street.

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"We are thrilled to partner with Hendrick Motorsports, one of the most successful and iconic teams in auto racing history, to bring the Chuck E. Cheese brand to millions of fans across the country," said David McKillips, President and CEO of CEC Entertainment, the parent company of Chuck E. Cheese. "In addition, our new in-store entertainment and promotional platforms offer a new and unique way to introduce this exciting sport to millions of young kids and diverse families in more than 460 locations across the nation."

In addition to licensed merchandise, fans will have several ways to interact with racing and all new entertainment, including:

  • Hendrick Motorsports integration in the "Chuck E. Cheese Racing World" mobile game, free to download in the iOS and Android app stores. 
  • Co-branded activities entertainment content and activities that offer a “kids-eye-view” into the world of professional racing.
  • Promotional activities at Chuck E. Cheese fun centers across the United States and online starting Wednesday, June 14. Those included a weekly “They Win You Win” promotion awarding E-tickets to participants based on where the Hendrick Motorsports team finishes in select races. A national sweepstakes for the chance to win a VIP race experience and the Ultimate Birthday Party at Chuck E. Cheese.