Hooey Brands has partnered with Spire Motorsports and will serve at the team’s Official Headwear Provider beginning with this weekend’s NASCAR Cup Series race at Circuit of the Americas in Austin, Texas.
The Spring Branch, Texas-headquartered action sports brand will also serve as an associate sponsor on Daniel Suárez’s No. 7 Chevrolet Camaro ZL1 for Sunday’s 95-lap contest at the formidable 20-turn racecourse, situated just 15 miles from downtown Austin.
Hooey founder Joey Austin created the brand to connect the passion of the western and rural culture with West Coast flair. Austin’s authenticity to building a brand his way is not unlike Spire Motorsports’ Co-Owner Jeff Dickerson and reinforces one another’s appreciation for building a successful operation – or community – in a unique way.
“Hooey is proud to announce our partnership with Spire Motorsports as their Official Headwear Provider for the 2026 NASCAR season,” said Hooey brand owner, founder and president Joey Austin. “This collaboration brings the ‘Western Original’ to the fast lane. Both Hooey and Spire Motorsports are built on grit, independence, and a commitment to blazing new trails, whether in the arena or on the track. We are excited to work together to deliver a high-performing partnership to race fans across the country.”
While enthusiasts will see Spire Motorsports’ drivers and crew members sporting Hooey lids at the racetrack, the brand also delivers head-to-toe apparel reflecting the energy of the West. Hooey-branded Spire Motorsports hats are now available at the Spire Motorsports online store or at the team’s Mooresville race shop.
“We are thrilled to have Hooey Brand join Spire Motorsports at a pivotal time of growth and ascension in NASCAR,” said Spire Holdings president Todd Mackin. “It is important for all of us at Spire to partner with a brand and individuals who share our values of hard work, determination and respect. We take great pride in being able to provide an opportunity for new brands to connect with the most passionate fans in motorsports and look forward to representing Hooey as they enter a new arena of fast-paced action.”
The DuraMax Texas Grand Prix Powered by RelaDyne from Circuit of the Americas will be televised live on FOX Sunday, March 1, beginning at 3:30 p.m. Eastern Standard Time. The third of 36 points-paying races on the 2026 NASCAR Cup Series schedule will be broadcast live on the Performance Racing Network and SiriusXM NASCAR Radio Channel 90.
— Spire Motorsports —